Fábio Shimabukuro Sandes is an Assistant Professor at Universidade Lusófona with a Ph.D. in Marketing at Fundação Getulio Vargas EAESP, a Brazilian leading business school with triple-crown international accreditation (AACSB, EFMD, AMBA). Fabio has been a Marketing practitioner for over fifteen years, working in multinational companies like The LYCRA® company and Vicunha Textil, consolidating an executive career in the fashion industry. He is a consumer behavior researcher and uses both qualitative and quantitative research methods. Due to his background in the Fashion industry, Fabio is also working with advancing the knowledge of marketing in this market.