# Prof. Thomaï Serdari on the emergence of single-category retailers that build their brands online

1 Faculty News October 27, 2014 ![Womens Wear Daily logo](/sites/default/files/styles/246w/public/assets/images/con_034952.jpg?itok=GTDaf1Og)>

Excerpt from [WWD](http://www.stern.nyu.edu/sites/default/files/assets/documents/serdariwwd10.27.14_1.pdf) -- "'It’s legitimate that customers have been very disappointed with large brands and their customer relationships. Someone has had to come in,' said [Thomaï Serdari](http://www.stern.nyu.edu/faculty/bio/Thomai%20Serdari), brand strategist and adjunct professor of marketing at New York University’s Leonard N. Stern School of Business. 'The customers felt quite alienated or disconnected and didn’t feel that brands spoke to them. That is what initiated this.'"

[Read more](http://www.stern.nyu.edu/sites/default/files/assets/documents/serdariwwd10.27.14_1.pdf)