New Luxury in Specialty Coffee | Dr. Thomaï Serdari | Re:co 2022
Specialty coffee, although often burdened by coffee's "commodity" status, still needs to compete in the premium market--but is there a way to move beyond?
Special Thanks to our Re:co 2022 Partners
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Just like our understanding of "specialty" has changed, so too, has our understanding of "luxury." What can specialty learn from "New Luxury" and its relationship to culture? Dr. Thomaï Serdari explains the role of cultural pioneers and some of the way luxury brands are attracting them, with recommendations for specialty brands interested in leveraging the magic of luxury.
About the Presenter
Dr. Thomaï Serdari
Professor of Marketing and Director of the Fashion & Luxury MBA, Leonard N. Stern School of Business, New York University
Thomaï Serdari, Ph.D., is committed to futureproofing companies across luxury industries with frameworks she has developed based on design, the humanities, and business methodologies.
As an advisor, speaker, and author, she helps clients launch, grow, and successfully manage luxury brands. She leverages her training in business, design, and art/cultural criticism as well as her fieldwork to provide clients with cultural insights that help build brands and future value.
Her consultancy, Brand(x)Lux, has helped international clients in a variety of industries. Thomaï is the editor-in-chief of the journal Luxury: History Culture Consumption and has a long record in teaching and mentoring young business professionals and young creatives.
Directly connect to the people and conversations driving coffee at Re:co, the industry stage for leadership and ideas. Addressing the most pressing topics facing our industry today, Re:co blends expert speakers, sensory experiences, live discussion, networking, and community engagement opportunities.
Re:co Symposium returns April 19-20, 2023 in Portland, Oregon, US. Learn more: https://recosymposium.org/