# Professor Thomai Serdari offers commentary on the rapid growth of pop-up retail stores over the past decade

1 Faculty News November 13, 2019 ![The Atlantic logo](/sites/default/files/styles/246w/public/assets/images/con_031336.jpg?itok=T4ciY3Gl)>

Excerpt [The Atlantic](https://www.theatlantic.com/health/archive/2019/11/pop-ups/601936/) -- "But [Thomai Serdari](https://www.stern.nyu.edu/faculty/bio/Thomai%20Serdari), a luxury-marketing strategist and professor at New York University, nods to the 2008 financial collapse as the moment that helped more types of business realize that parachuting into a trendy neighborhood often makes more financial sense than committing to hang around for 20 years. 'No one wants to invest long-term, and brands don’t want to take risks with inventories,' Serdari says."

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