Professor Thomaï Serdari is quoted in a feature story on Smythson's new creative director, Luc Goidadin, and his vision for the brand
— December 5, 2018
Excerpt from the The New York Times -- "Presumably, part of Mr. Goidadin’s appeal to Smythson was the growth achieved during his tenure at Burberry. "It is an obvious place for them to look for talent,' said Thomaï Serdari, an adjunct associate professor of marketing at N.Y.U. Stern School of Business and founder of the strategic branding company Brand(x)Lux. 'It’s a very successful story of a company that has been transformed from a singular product company into a fashion company.'"