I advise executive committees in fashion, luxury and consumer goods, teach in executive education and write reference books for people who have a decision to make tomorrow. They are on Amazon, in paperback and Kindle, in English and Spanish.
Four titles published between 2017 and 2026. The two most recent are available in English and Spanish; the links go to Amazon.com.
Foundations, Evidence and Practice
2026
A study manual on the strategies that shape retail, fashion and luxury today: consumer behavior, prestige brand management, digital transformation and the in-store experience. It balances theory, empirical evidence and professional practice, with methods and case studies, and works for university students as well as working professionals and entrepreneurs. Close to nine hundred pages.
A reference manual on the concepts that explain consumer behavior in fashion and luxury, food and beverage, consumer goods and retail
2025
Why does a customer who says they are loyal split their spending across several brands? Thirty-five mechanisms that explain how retail and consumer goods work, from the hourglass that drains the mid-market to hollow growth, which lifts sales without selling a single extra unit. Each lens comes with its evidence and sources, is applied to nine sub-industries, and ends with the questions worth taking to an executive committee. A symptom index lets you start from the problem, and there are four worked cases of real companies and a fact sheet for each sector. I wrote it as my everyday working tool.
A practical introduction to the retail business
2023
It grew out of the notes for my introductory retail classes and keeps their purpose: to give students, newcomers and managers a clear map of how retail works and why it keeps changing. It starts with history (Le Bon Marché, Piggly Wiggly, Walmart), moves on to the fundamentals (what retailers do, how they make money, the tools used to analyze them) and spends its second half on what the 21st century changed: the much-announced retail apocalypse that turned out to be a transformation, the smartphone, what CRM, ERP, big data and artificial intelligence actually do behind the counter, omnichannel retail and the loyalty metrics, from NPS to customer lifetime value.
Principles of digital transformation and the corporate ecosystem, in Spanish
2017
What an organization has to deal with to meet its customers' new expectations: the digital competitive landscape, what a digitally minded corporation looks like, the new role of customers and employees, and the move from a classic offer to a corporate ecosystem. It is written for professionals who want to settle these ideas before taking on a project like this in their own company, with links to real examples and a closing chapter that analyzes industries and cases.
I hold a degree in Physics and a PhD in Marketing. I combine my professional work with teaching at executive education institutions such as ISEM Fashion Business School (University of Navarra), the Istituto Europeo di Design and the ELLE Education program with MIT Sloan.
For teaching, talks or a conversation about one of the books, LinkedIn is the most direct route. New releases appear on the Amazon author page.