# Professor Thomaï Serdari shares insights on Chanel's Inside Chanel series and couture store in Biarritz

1 Faculty News June 26, 2018 ![Luxury Daily logo](/sites/default/files/styles/246w/public/assets/images/con_032369.jpg?itok=BZ74qERg)>

Excerpt from [Luxury Daily](https://www.luxurydaily.com/inside-chanels-latest-episode-explores-brands-first-couture-shop/) -- "'It is always a good idea for heritage brands to take a fresh look at their own archives and find new ways to tell and re-tell their story,' said [Thomai Serdari](http://www.stern.nyu.edu/faculty/bio/Thomai%20Serdari), a professor of luxury business marketing at New York University, New York. 'Far from showcasing vanity, brands approach their younger followers, who perhaps have not been initiated into the brand story yet neither fully nor completely, with sensitivity and a genuine interest in forming a bond.'"

[Read more](https://www.luxurydaily.com/inside-chanels-latest-episode-explores-brands-first-couture-shop/)