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Excerpt from Luxury Daily -- "'What is missing is cultural insight that needs to be internal,' Ms. Serdari said. 'To either partner with people who are bicultural–which is very different than bilingual, by the way–or to hire talent because even though it is expensive, [brands] will have much more return on their investment in the long term if [they] really have people who interpret who the local celebrity is, what TV show is watched, is there a Gossip Girl in Brazil, for example,' she said. '[Brands should ask], are we going to showcase our merchandise with that particular platform? Why or why not?'"

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