# Thomaï Serdari 0 ts307 [Clinical](/taxonomy/term/4800) Clinical Associate Professor of Marketing Director, Luxury & Retail MBA 2012 [ Personal Website ](http://thomaiserdari.com) [ Twitter ](https://twitter.com/@Thomai) ![Thomai Serdari profile photo](/sites/default/files/styles/480w_x_543h/public/media/ts307.jpg?h=8a3eb9b1&itok=tW0_jR4_) Tisch Hall 40 West Fourth Street, 802 New York, NY 10012 802 0 - 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 - Luxury Branding - Luxury Launch - Luxury Marketing Thomaï 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 MBA Business: Luxury & Retail specialization among others and became Academic Director of MBA Business: Luxury & Retail 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. Industry - Luxury Goods - Art Marketing - Advertising/Marketing/PR Strategies - Social Media - Luxury Marketing - Entrepreneurship - New Business Models in Fashion, Art, Media, and Entertainment - Serdari, Thomaï (2022) [The Role of Cultural Innovation in the Success of Luxury Startups](https://doi.org/10.1002/jsc.2497) Journal of Strategic Change in Entrepreneurial Finance - Serdari, Thomaï (2020) Rethinking Luxury Fashion: The Role of Cultural Intelligence in Defining Creative Strategy New York: Palgrave Macmillan - Serdari, Thomaï (2016) [Experiments in Suchness: Hiroshi Sugimoto Silk Shiki for Herm?s](https://www.degruyter.com/document/doi/10.1515/9781474402620-012/html) Critical Luxuries: Art, Design, Media, Edinburgh: Edinburgh University Press - Serdari, Thomaï (2015) STEIDL: Printer, Publisher, Alchemist: The Field of Luxury Production in Germany Luxury: History Culture Consumption, London: Taylor & Francis - Appointed Editor-in-Chief of Luxury (2021) History Culture Consumption Taylor & Francis [https://w4.stern.nyu.edu/faculty/static/cv/cv\_ts307\_20240917.pdf](https://w4.stern.nyu.edu/faculty/static/cv/cv_ts307_20240917.pdf)