Lebanese and multilingual - he speaks Arabic, French, English and Spanish - Adib has developed a global career in the retail and buying sector, working with big names such as Saatchi & Saatchi, Inditex, Noon and, currently, Lululemon, where he leads the buying strategy for the Middle East region.

• How did your interest in the world of fashion and retail begin?

Since I was young, I was always struck by how clothing can express personality and culture, and over time I understood that behind it there is strategy, business and creativity. That's why I decided to make that passion my career.

• What motivated you to take the master's degree at ISEM and make this international leap? For a Lebanese it might seem more logical to take the leap to France or London, why Spain?

I wanted to get out of the predictable - not follow the typical path of France or London - and live an experience that challenged me on a cultural and personal level. Besides, Madrid has always been my favorite city, I'm a Madridista!

• How do you remember your time as a master's student?

I have incredible memories of my time at ISEM. I would especially highlight Professor Silvia Ortega, who was a great support during the master's program. The practical approach of the program and the direct contact with industry professionals made a big difference. In my case, I worked on a business case for Saga Furs in Finland and we had the opportunity to travel to present our project directly to the company's board, a truly unique experience.

• If you had to sum it up in one sentence, what would it be?

ISEM gave me the tools to transform my passion for fashion into a strategic, global and purposeful career.

International professional experience

• After the FBA, your career has taken you to very different places, how have these different experiences influenced your understanding of buying?

Each stage gave me a different perspective. At Saatchi & Saatchi I learned to understand the consumer through emotion; at Inditex, the speed and precision of the fashion business; and at Noon, the importance of data and the digital environment. All this helped me to develop a more complete vision of buying: creative, analytical and customer-focused.

• What main differences do you find between working in Europe and the Middle East, especially in the fashion industry?

The main difference is in the consumer and the speed to market. In Europe, the customer is looking for functionality and brand consistency; in the Middle East, the customer values novelty, exclusivity and experience more. In addition, climate and cultural diversity have a strong influence on product selection and the way it is communicated.

• At Noon, you managed more than 100 brands and a full team of buyers. What are the challenges of managing procurement in such a dynamic market as the Middle East?

The biggest challenge is to balance speed and strategy. The market changes very quickly and requires us to react without losing coherence or profitability. It also requires understanding different markets within the region, with different tastes and seasons. Leading a team in this environment taught me to make agile, data-driven decisions, without leaving aside intuition and customer reading.

Lululemon and the current vision

• Since 2023 you have been working at Lululemon as Senior Buyer for the entire Middle East region. How would you describe the brand's strategy and growth in this area?

We seek to grow selectively in key locations, from the Emirates to Saudi Arabia, Qatar, Bahrain and Kuwait. We offer products tailored to the local climate and genuinely connect with the community, combining physical and digital growth to create authentic experiences.

• What are the particularities of the fashion consumer in Dubai and the Gulf, and how do you adapt Lululemon's offer to these tastes and habits?

The Middle Eastern consumer is demanding, valuing novelty, quality and exclusivity. They look for versatile, comfortable and stylish products suitable for the hot climate. We adapt the offer with lighter fabrics, light colors and special launches that connect with cultural and community moments in the region.

• Lululemon is a brand very focused on wellness and active lifestyle. How does that translate into purchasing decisions and product selection?

Everything starts from understanding the consumer's active lifestyle. We select products that accompany their daily life: functional, comfortable and with design. We seek a balance between performance and style, prioritizing technical materials, versatility and pieces that can be used both for training and living.

Looking to the future and advice to alumni

• You have worked in agencies, traditional retail and e-commerce. How do you see the future of buying in the digital era?

It will be increasingly hybrid: data-driven decisions, but without losing intuition or the connection with the customer. The key will be to anticipate trends, use technology to optimize purchases and maintain a human vision that understands what really inspires the consumer.

• What advice would you give to students or recent graduates of the master's program who dream of an international career in fashion?

I would tell them to be authentic, brave and passionate. Don't be afraid to fail, but fail fast, learn and move on, because in fashion attitude and resilience are worth more than perfection.