An exploratory study on expert system´s applications in fashion Mass Customization

Nowadays, fashion retailing business has become increasingly competitive. Some companies provide Mass Customization (MC) program to attract their customers and enhance sales and hence revenue. Since the customers do not have the professional knowledge on ldquomix-and-matchrdquo and ldquofashion coordinationrdquo, most of the MC products cannot be the same as they desired, this may lead to dissatisfied customers and a large amount of returned products. In light of this, this paper proposes an MC expert system to offer the customers recommendations during the MC process. This proposed expert system can enhance customer satisfaction and also reduce the quantity of returned products.