Paper Type
Complete
Paper Number
PACIS2025-1234
Description
The fashion industry is characterised by rapidly evolving consumer preferences and complex practices. One of the most pressing challenges in this sector is managing product returns, in particular due to consumers' "bracketing" behaviour, with nearly one-third of all clothing purchases being sent back—often leading to waste rather than resale. This teaching case explores how artificial intelligence (AI) is being leveraged to address this issue, drawing on real-world examples from both fashion technology providers and brand suppliers. By examining AI-driven solutions in fashion retail, students will gain insights into industry practices and develop business analytical skills to assess the impact of AI on operational efficiency, sustainability, and consumer experience.
Recommended Citation
Liu, Claude Chien-Hung and FOUCHE, Charles, "FashionTech: How AI Addresses “Bracketing” Purchase Behaviour" (2025). PACIS 2025 Proceedings. 1.
https://aisel.aisnet.org/pacis2025/is_education/is_education/1
FashionTech: How AI Addresses “Bracketing” Purchase Behaviour
The fashion industry is characterised by rapidly evolving consumer preferences and complex practices. One of the most pressing challenges in this sector is managing product returns, in particular due to consumers' "bracketing" behaviour, with nearly one-third of all clothing purchases being sent back—often leading to waste rather than resale. This teaching case explores how artificial intelligence (AI) is being leveraged to address this issue, drawing on real-world examples from both fashion technology providers and brand suppliers. By examining AI-driven solutions in fashion retail, students will gain insights into industry practices and develop business analytical skills to assess the impact of AI on operational efficiency, sustainability, and consumer experience.
Comments
e-Learning