Joined Stern 2012
Leonard N. Stern School of Business
40 West Fourth Street, 802
New York, NY 10012
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 and at Stern since 2012. She developed the core courses for the Luxury Marketing specialization among others and became Academic Director of the Fashion & Luxury MBA in 2019.
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 often contributes to Luxury Daily, VOGUE Business, The New York Times, Le Monde and is the editor of the first academic interdisciplinary journal Luxury: History, Culture, Consumption published by Taylor & Francis. She is also the host of POPULUXE, a bi-weekly podcast that explores the desire for luxury through stories told around unique objects chosen by the podcast guests, creative professionals from across ages, cultures, and professions.
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
Serdari, Thomai (2022)
The Role of Cultural Innovation in the Success of Luxury Startups
Journal of Strategic Change in Entrepreneurial Finance
Appointed Editor-in-Chief of Luxury (2021)
History Culture Consumption
Taylor & Francis
Serdari, Thomai (2020)
Rethinking Luxury Fashion: The Role of Cultural Intelligence in Defining Creative Strategy
New York: Palgrave Macmillan
Serdari, Thomai (2016)
Experiments in Suchness: Hiroshi Sugimoto Silk Shiki for Herm�s
Critical Luxuries: Art, Design, Media, Edinburgh: Edinburgh University Press
Serdari, Thomai (2015)
STEIDL: Printer, Publisher, Alchemist: The Field of Luxury Production in Germany
Luxury: History Culture Consumption, London: Taylor & Francis