Share / Print

Thomai Serdari

Thomai Serdari

Joined Stern 2012

Leonard N. Stern School of Business
Tisch Hall
40 West Fourth Street, 800
New York, NY 10012

E-mail tserdari@stern.nyu.edu
Personal website
Follow on Twitter

View/Download C.V.

Biography

Thomai Serdari, Ph.D. is a strategist in luxury marketing and branding. She helps clients launch, grow, and successfully manage luxury brands. She is an expert on luxury and actively studies, values, and reports on companies or funds that operate and invest within the luxury goods market.

Prof. Serdari has been teaching at New York University since 2004. She has developed a variety of courses at NYU, among which: "Cultures of Excess: Product and Fashion Design through Modernity" and "Entrepreneurship in the Business of Art." She also developed the core courses for the Luxury Marketing specialization at the Leonard N. Stern School of Business, MBA level: "The Core of Luxury: Processes, Products, and Strategies through History," "Luxury Branding: Brand Thinking and Experience," and "Luxury Launch: Designing & Marketing a Luxury Product/Project/Enterprise."

Originally trained as an architect at the National Technical University of Athens, Prof. Serdari received her doctorate in Art History & Archaeology from the Institute of Fine Arts, New York University in 2005. She also holds an MBA from the Leonard N. Stern School of Business, New York University, with a specialization in corporate and quantitative finance (2009).

Heavily drawing on her interdisciplinary training, Prof. Serdari heads Brand(x)Lux, a brand consultancy that uses critical, business and design thinking to help brands interpret culture, the questions that define it and the trends that will impact the future of business. She contributes opinion pieces to Luxury Daily and is the business editor of the first academic interdisciplinary journal on Luxury: History, Culture, Consumption published by Taylor & Francis.

Prof. Serdari is one of the main contributors to the LVMH Fundamentals in Luxury Retail: A CPC/Parsons Collaboration, an education program designed to train and provide a wide range of retail skills to Chinese-Americans.

Research Interests

  • Luxury Marketing
  • Entrepreneurship
  • New Business Models in Fashion, Art, Media, and Entertainment

Courses Taught

  • Luxury Branding
  • Luxury Launch
  • Luxury Marketing

Academic Background

M.B.A., Business Administration, 2009
NYU Stern School of Business

Ph.D., Art History and Archaeology, 2005
Institute of Fine Arts, NYU

M.A., Media Studies, 1997
The New School for Social Research

M.A., Architecture, 1994
The National Technical University of Athens

Selected Publications

Thomai Serdari (2018)
The Carloway Mill Harris Tweed: Tradition-based Innovation for a Sustainable Future
Miguel A. Gardetti ed. Sustainable Luxury, Entrepreneurship, Innovation, Springer, 2018.

Thomai Serdari (2017)
Luxury Brands in China and India, (Book Review)
Luxury: History Culture Consumption (Taylor & Francis)

Thomai Serdari (2017)
Diamonds, Development, and Dollars: A Case Study on a Newly Founded Gemological Lab in Botswana Aiming at Sustainable Community Empowerment
Miguel A. Gardetti ed. Sustainable Management of Luxury, Springer, 2017.

Thomai Serdari (2016)
Experiments in Suchness: Hiroshi Sugimoto’s Silk Shiki for Hermès
Critical Luxury Studies (Edinburgh University Press)

Thomai Serdari (2015)
STEIDL: Printer, Publisher, Alchemist: The Field of Luxury Production in Germany
Luxury: History Culture Consumption, Taylor & Francis, November 2015.

Thomai Serdari (2015)
Kapferer on Luxury, Brands Can Grow Yet Remain Rare (Book Review)
Book review in Luxury: History Culture Consumption, Taylor & Francis, November 2017.

Business Editor
Luxury: History, Culture, Consumption
Taylor & Francis

Related News & Research

Professor Thomaï Serdari is interviewed about Fenty, LVMH's new fashion house, led by Rihanna

Professor Thomaï Serdari is quoted in a feature story on how Dior partnered with local artisans in Morocco for its latest runway show

Professor Thomaï Serdari is quoted in a story about multi-family marketing

Professor Thomaï Serdari is quoted in a story on how controversy surrounding a racially insensitive item has impacted Gucci's sales

Professor Thomaï Serdari shares her views on Tiffany's new marketing and advertising strategies in an article on 2019’s risk takers

In an article on Selfridges ceasing the sale of materials made from exotic leathers, Professor Thomai Serdari highlights the importance of transparency for luxury retailers

Professor Thomaï Serdari is interviewed about how luxury brands can learn from backlash over culturally insensitive products and avoid creating them in the future

Professors Tülin Erdem and Thomaï Serdari are interviewed for an article on how fashion companies can avoid future scandals with culturally insensitive items

Professor Thomaï Serdari is quoted in a story on Dolce & Gabbana's controversial ads promoting its fashion show in China

Professor Thomaï Serdari is quoted in a story on Dior's sponsored exhibit at the Victoria and Albert Museum in London

Professor Thomaï Serdari is quoted in a story on retailers closing their Fifth Avenue locations

Professor Thomaï Serdari is interviewed for a feature story on Tiffany & Company's move towards greater transparency around its diamond sourcing

Professor Thomaï Serdari explains the role of community in luxury retail

Professor Thomaï Serdari shares her views on Dolce and Gabbana's controversial ad campaign in China

Professor Thomaï Serdari is quoted in a feature story on Smythson's new creative director, Luc Goidadin, and his vision for the brand

Professor Thomaï Serdari is quoted in a feature story on the growth of the men's beauty market

Professors Tülin Erdem and Thomaï Serdari are interviewed about the impact of Dolce & Gabbana's controversial ad campaign

Professor Thomaï Serdari offers her perspective on how cocktails can be positioned as part of luxury experiences by brands

Professor Thomaï Serdari shares her views on Michael Kors' acquisition of Versace

Professor Thomaï Serdari adds context to the criticism of Goop, Gwyneth Paltrow's lifestyle brand

Areas of Expertise

Industry

  • Art
  • Luxury Goods

Marketing

  • Advertising/Marketing/PR Strategies
  • Social Media