# Prof. Thomaï Serdari explains the importance of cultural immersion for luxury marketers

1 Faculty News October 17, 2014 ![Luxury Daily logo](/sites/default/files/styles/246w/public/assets/images/con_032369.jpg?itok=BZ74qERg)>

Excerpt from [Luxury Daily](http://www.luxurydaily.com/cultural-integration-needed-to-see-success-in-emerging-nations/) -- "'What is missing is cultural insight that needs to be internal,' [Ms. Serdari](http://www.stern.nyu.edu/faculty/bio/Thomai%20Serdari) said. 'To either partner with people who are bicultural–which is very different than bilingual, by the way–or to hire talent because even though it is expensive, \[brands\] will have much more return on their investment in the long term if \[they\] really have people who interpret who the local celebrity is, what TV show is watched, is there a Gossip Girl in Brazil, for example,' she said. '\[Brands should ask\], are we going to showcase our merchandise with that particular platform? Why or why not?'"

[Read more](http://www.luxurydaily.com/cultural-integration-needed-to-see-success-in-emerging-nations/)