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

1 Faculty News January 18, 2016 ![Business of Fashion logo](/sites/default/files/styles/246w/public/assets/images/businessoffashion192x144.jpg?itok=7b3_6MNG)>

Excerpt for [Business of Fashion](http://www.businessoffashion.com/community/voices/discussions/has-luxury-gone-too-mass/the-luxury-brand-balancing-act) -- "... Luxury megabrands have not been shy about the opportunity, investing heavily in both their own outlet stores and partnerships with off-price retailers. ... But for brands that rely on marketing their products as exclusive, offering items for up to 50, 60 or even 70 percent less than retail price can seriously undermine the perceived value of their products, says [Serdari](http://www.stern.nyu.edu/faculty/bio/Thomai%20Serdari)."

[Read more](http://www.businessoffashion.com/community/voices/discussions/has-luxury-gone-too-mass/the-luxury-brand-balancing-act)