Experience Faculty & Research

Share / Print

Thomai Serdari

Thomai Serdari

Joined Stern 2012

Leonard N. Stern School of Business
Tisch Hall
40 West Fourth Street, 800
New York, NY 10012

E-mail tserdari@stern.nyu.edu
Personal website
Follow on Twitter

View/Download C.V.


Thomai Serdari, Ph.D. is a strategist in luxury marketing and branding. She helps clients launch, grow, and successfully manage luxury brands. She is an expert on luxury and actively studies, values, and reports on companies or funds that operate and invest within the luxury goods market.

Prof. Serdari has been teaching at New York University since 2004. She has developed a variety of courses at NYU, among which: "Cultures of Excess: Product and Fashion Design through Modernity" and "Entrepreneurship in the Business of Art." She also developed the core courses for the Luxury Marketing specialization at the Leonard N. Stern School of Business, MBA level: "The Core of Luxury: Processes, Products, and Strategies through History," "Luxury Branding: Brand Thinking and Experience," and "Luxury Launch: Designing & Marketing a Luxury Product/Project/Enterprise."

Originally trained as an architect at the National Technical University of Athens, Prof. Serdari received her doctorate in Art History & Archaeology from the Institute of Fine Arts, New York University in 2005. She also holds an MBA from the Leonard N. Stern School of Business, New York University, with a specialization in corporate and quantitative finance (2009).

Heavily drawing on her interdisciplinary training, Prof. Serdari launched PIQLuxury, a membership organization that serves as an information gateway to culture, the questions that define it and the trends that will impact the future of creative business, premium and luxury brands.She contributes opinion pieces to Luxury Daily and is the co-editor of the first academic interdisciplinary journal on Luxury: History, Culture, Consumption published by Bloomsbury Press.

Prof. Serdari is one of the main contributors to the LVMH Fundamentals in Luxury Retail: A CPC/Parsons Collaboration, an education program designed to train and provide a wide range of retail skills to Chinese-Americans.

Research Interests

  • Luxury Marketing
  • Entrepreneurship
  • New Business Models in Fashion, Art, Media, and Entertainment

Courses Taught

  • Luxury Branding
  • Luxury Launch
  • Luxury Marketing

Academic Background

M.B.A., Business Administration, 2009
NYU Stern School of Business

Ph.D., Art History and Archaeology, 2005
Institute of Fine Arts, NYU

M.A., Media Studies, 1997
The New School for Social Research

M.A., Architecture, 1994
The National Technical University of Athens

Selected Publications

Thomai Serdari (Editor) (2015)
Luxury: History, Culture, Consumption
Bloomsbury Press

Thomai Serdari (2015)
Experiments in Suchness: Hiroshi Sugimoto Silk Shiki for Hermes
Critical Luxury Studies: Art, Design, Media (Edinburgh University Press)

Thomai Serdar (2012)
Artists' Papers
Archivists Roundtable

Related News & Research

Professor Thomaï Serdari comments on the British Fashion Council's new manufacturers database

Professor Thomaï Serdari shares insights on luxury marketing and Generation Z

Professor Thomaï Serdari comments on Dior's messaging strategy in introducing its new creative director

Professor Thomaï Serdari shares her views on Calvin Klein's offering of bespoke services to all customers

Professor Thomaï Serdari is named to the Luxury Daily "Luxury Women to Watch 2017" list

In an op-ed, Professor Thomaï Serdari shares innovation lessons for the fashion industry from beauty brands

Professor Thomaï Serdari shares insights on the diamond market

Professor Thomaï Serdari discusses Estée Lauder's beauty partnership with Victoria Beckham

Professor Thomaï Serdari weighs in on Gucci's new jewelry campaign

Professor Thomaï Serdari comments on British footwear retailer John Lobb's film series

Professor Thomaï Serdari discusses the challenges the diamond industry faces in marketing to younger consumers

Professor Thomaï Serdari comments on the Diamond Producers Association's advertising geared towards millennials

Professor Thomaï Serdari comments on Christian Dior's new Archi Dior jewelry collection

Professor Thomaï Serdari discusses Stern’s luxury marketing offerings

Professor Thomaï Serdari comments on Hermès' new behind-the-scenes video series

Professor Thomaï Serdari highlights Stern's luxury marketing offerings

Professor Thomaï Serdari comments on Chanel's new video, "The Vocabulary of Fashion"

Professor Thomaï Serdari comments on Bulgari's new B.zero1 collection

Professor Thomaï Serdari discusses the impact of discounted prices on luxury brands

Professor Thomaï Serdari discusses Christian Dior's fragrance documentary series

Areas of Expertise


  • Art
  • Luxury Goods


  • Advertising/Marketing/PR Strategies
  • Social Media