Customer models for artificial intelligence-based decision support in fashion online retail supply chains

• Published in: Decision Support Systems 2022-07, Vol.158, p.113795, Article 113795
• Main Authors: Pereira, Artur M., Moura, J. Antão B., Costa, Evandro De B., Vieira, Thales, Landim, André R.D.B., Bazaki, Eirini, Wanick, Vanissa
• Format: Article
• Language: English
• Subjects: Artificial intelligence; Combinatorial analysis; Customer model; Customers; Decision making; Decision support systems; Digitization; Domains; Electronic commerce; Fashion; Fashion goods; Footwear; Literature reviews; Recommender systems; Retail supply chain; Supply chains; User model
• ISSN: 0167-9236; 1873-5797
• DOI: 10.1016/j.dss.2022.113795

Fashion is a global, multi-trillion dollar industry devoted to producing and selling clothing, footwear, and accessories to individuals or groups of people. Its sheer numbers, together with social and environmental sustainability concerns, and the move towards digitalization of customer-centric operations, make the fashion business a prime target for Decision Support Systems (DSSs). On the other hand, decision support in fashion retail is particularly problematic and embraces all major supply chain domains. Decisions in an online fashion retail supply chain (FRSC) are highly dependent on time-varying customers' preferences and product availability, often leading to a combinatorial explosion. To address such a problem, DSSs could greatly benefit from high-quality information stored in customer models (CMs), constructed by using Artificial Intelligence techniques, allowing informed decisions on how to personalize (adapt) to match the customer's needs and preferences. Combinations of CMs with recommender systems (RSs) have been increasingly utilized in fashion e-commerce to provide personalized product recommendations. Nevertheless, works on enhancing CMs for e-commerce or other decision-making chain domains are scanty. This paper offers a systematic review of the literature on fashion CMs with applications to decision-making in FRSCs, mining topics for a research agenda. Research on the theme is relevant and urgent for the fashion business, which is still in its infancy. Work on the agenda topics could benefit distinct fashion stakeholders, not just customers, and produce well-grounded decision-making in varied FRSC contexts and dynamics. •Current fashion customer models and recommender systems match product features to the customer's physical characteristics.•Little attention is given to customer's personality traits and sustainability tends.•Recent research on personalized fashion customer modeling focuses on sales recommendations in online retail.•Future research should enhance customer models to better inform decision-making in the online fashion retail supply chain.•Comprehensive customer models with DSS are assisting the online fashion industry transition from product to customer-centric.