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

1 Faculty News February 17, 2017 ![Luxury Daily logo](/sites/default/files/styles/246w/public/assets/images/con_032369.jpg?itok=BZ74qERg)>

Excerpt from [Luxury Daily](https://www.luxurydaily.com/dior-grants-inside-look-at-creative-transition-to-highlight-unchanging-savoir-faire/) -- "'As the brand pushes forward, it is prudent to prepare the consumers for what is coming,' said [Thomaï Serdari](http://www.stern.nyu.edu/faculty/bio/Thomai%20Serdari), Ph.D., founder of PIQLuxury, co-editor of Luxury: History Culture Consumption and adjunct professor of luxury marketing at New York University, New York."

[Read more](https://www.luxurydaily.com/dior-grants-inside-look-at-creative-transition-to-highlight-unchanging-savoir-faire/)