Thomai Serdari

Professor of Marketing and Branding

About

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).

Education

New York University

MBA, Business Administration and Luxury Marketing / 2009

New York, New York, United States of America

New York University

PhD, Art History and Archaeology / 2005

New York, New York, United States of America

New School

MA, Media Studies / 1997

New York, New York, United States of America

Experience

NYU

Professor of Marketing / 2012Present

BrandxLux

CEO / 2009Present

Luxury Marketing Strategy

NYU

Director of Fashion and Luxury MBA / 2019Present

Publications

Experiments in Suchness: Hiroshi Sugimoto’s Silk Shiki for Hermès

Critical Luxury Studies / Jun 01, 2016

Serdari, T. (2016). Experiments in Suchness: Hiroshi Sugimoto’s Silk Shiki for Hermès. Critical Luxury Studies. https://doi.org/10.3366/edinburgh/9781474402613.003.0007

The Carloway Mill Harris Tweed: Tradition-Based Innovation for a Sustainable Future

Environmental Footprints and Eco-design of Products and Processes / Dec 08, 2017

Serdari, T. (2017). The Carloway Mill Harris Tweed: Tradition-Based Innovation for a Sustainable Future. Sustainable Luxury, Entrepreneurship, and Innovation, 185–207. https://doi.org/10.1007/978-981-10-6716-7_10

Kapferer on Luxury Brands Can Grow Yet Remain Rare

Luxury / Jul 03, 2015

Serdari, T. (2015). Kapferer on Luxury Brands Can Grow Yet Remain Rare. Luxury, 2(2), 127–132. https://doi.org/10.1080/20511817.2015.1099351

Rethinking Luxury Fashion

Palgrave Advances in Luxury / Jan 01, 2020

Serdari, T. (2020). Rethinking Luxury Fashion. Palgrave Advances in Luxury. https://doi.org/10.1007/978-3-030-45301-5

A Framework That Describes the Challenges of the High Jewelry Market in the US

Luxury / Sep 02, 2018

Serdari, T., & Levy, J. (2018). A Framework That Describes the Challenges of the High Jewelry Market in the US. Luxury, 5(3), 245–263. https://doi.org/10.1080/20511817.2020.1746091

Steidl: Printer, Publisher, Alchemist: The Field of Luxury Production in Germany

Luxury / Jul 03, 2015

Serdari, T. (2015). Steidl: Printer, Publisher, Alchemist: The Field of Luxury Production in Germany. Luxury, 2(2), 33–51. https://doi.org/10.1080/20511817.2015.1099340

Diamonds, Development, and Dollars: A Case Study on a Newly Founded Gemological Lab in Botswana Aiming at Sustainable Community Empowerment

Sustainable Management of Luxury / Jan 01, 2017

Serdari, T. (2017). Diamonds, Development, and Dollars: A Case Study on a Newly Founded Gemological Lab in Botswana Aiming at Sustainable Community Empowerment. Environmental Footprints and Eco-Design of Products and Processes, 191–210. https://doi.org/10.1007/978-981-10-2917-2_9

How Do We Consume Luxury Fashion?

Palgrave Advances in Luxury / Jan 01, 2020

Serdari, T. (2020). How Do We Consume Luxury Fashion? Rethinking Luxury Fashion, 81–92. https://doi.org/10.1007/978-3-030-45301-5_6

Luxury Marketing Strategies Based on Cultural Intelligence

Palgrave Advances in Luxury / Jan 01, 2020

Serdari, T. (2020). Luxury Marketing Strategies Based on Cultural Intelligence. Rethinking Luxury Fashion, 141–166. https://doi.org/10.1007/978-3-030-45301-5_10

The role of cultural innovation in the success of luxury startups

Strategic Change / May 01, 2022

Serdari, T. (2022). The role of cultural innovation in the success of luxury startups. Strategic Change, 31(3), 275–283. Portico. https://doi.org/10.1002/jsc.2497

The role of cultural innovation in the success of luxury startups

Strategic Change / May 01, 2022

Serdari, T. (2022). The role of cultural innovation in the success of luxury startups. Strategic Change, 31(3), 275–283. Portico. https://doi.org/10.1002/jsc.2497

A New Method for the Classification of Luxury Fashion Brands

Palgrave Advances in Luxury / Jan 01, 2020

Serdari, T. (2020). A New Method for the Classification of Luxury Fashion Brands. Rethinking Luxury Fashion, 27–39. https://doi.org/10.1007/978-3-030-45301-5_3

Cultural Hyperobjects

Palgrave Advances in Luxury / Jan 01, 2020

Serdari, T. (2020). Cultural Hyperobjects. Rethinking Luxury Fashion, 109–124. https://doi.org/10.1007/978-3-030-45301-5_8

What Do We Really Consume Through Luxury Fashion?

Palgrave Advances in Luxury / Jan 01, 2020

Serdari, T. (2020). What Do We Really Consume Through Luxury Fashion? Rethinking Luxury Fashion, 63–79. https://doi.org/10.1007/978-3-030-45301-5_5

Step by Step Application of the Framework

Palgrave Advances in Luxury / Jan 01, 2020

Serdari, T. (2020). Step by Step Application of the Framework. Rethinking Luxury Fashion, 169–181. https://doi.org/10.1007/978-3-030-45301-5_11

A Close Look at Cultural Intelligence

Palgrave Advances in Luxury / Jan 01, 2020

Serdari, T. (2020). A Close Look at Cultural Intelligence. Rethinking Luxury Fashion, 95–107. https://doi.org/10.1007/978-3-030-45301-5_7

Defining Fashion, Luxury, and Luxury Fashion

Palgrave Advances in Luxury / Jan 01, 2020

Serdari, T. (2020). Defining Fashion, Luxury, and Luxury Fashion. Rethinking Luxury Fashion, 3–15. https://doi.org/10.1007/978-3-030-45301-5_1

Luxury Fashion Products Addressing Cultural Changes

Palgrave Advances in Luxury / Jan 01, 2020

Serdari, T. (2020). Luxury Fashion Products Addressing Cultural Changes. Rethinking Luxury Fashion, 125–140. https://doi.org/10.1007/978-3-030-45301-5_9

The Producers of “Newness” in Luxury Fashion

Palgrave Advances in Luxury / Jan 01, 2020

Serdari, T. (2020). The Producers of “Newness” in Luxury Fashion. Rethinking Luxury Fashion, 43–61. https://doi.org/10.1007/978-3-030-45301-5_4

Established Methods of Classifying Luxury Fashion Brands

Palgrave Advances in Luxury / Jan 01, 2020

Serdari, T. (2020). Established Methods of Classifying Luxury Fashion Brands. Rethinking Luxury Fashion, 17–26. https://doi.org/10.1007/978-3-030-45301-5_2

Luxury Brands in China and India

Luxury / Jan 02, 2017

Serdari, T. (2017). Luxury Brands in China and India. Luxury, 4(1), 93–100. https://doi.org/10.1080/20511817.2017.1279835

2nd International In Pursuit of Luxury Conference

Luxury / Oct 10, 2016

Serdari, T. (2016). 2nd International In Pursuit of Luxury Conference. Luxury, 3(1–2), 155–159. https://doi.org/10.1080/20511817.2016.1232078

Links & Social Media

Research Interests

marketing
luxury marketing
entrepreneurship
fashion
creative industries
Finance
General Business, Management and Accounting
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