Feedback provision of online clothing customisation with NFC labels

<ns0:p>The widespread use of online clothing sales is hampered by underdeveloped consumer control methods. The introduction of electronic tags in the design of clothing can provide feedback between the consumer and the manufacturer. The purpose of the study was to create a model of online customisation of clothing with two feedback cycles based on the use of electronic tags and to prove its effectiveness. Research methods included modelling of the customisation process, methods of interviews with clothing manufacturers and questionnaires of potential consumers with further statistical processing of the results. The improved model of clothing customisation was developed and verified. The main blocks of the model are substantiated in the form of the elements “clothing database”, “clothing attitude”, “clothing adaptation”, “clothing production”, “clothing sales”, “clothing consumer”. At the same time, the key was to create a second feedback loop based on the use of electronic tags. Elements of customisation process are described. Model for determining the effectiveness of clothing customisation is developed. It was proved that the use of this model increases the efficiency of online customisation of clothing by 25-35%, increases the number of intentions to participate, purchase clothing and attract other participants by 5-13%. The introduction of electronic tags in the process of online clothing trade will increase efficiency, provide feedback, improve quality and competitiveness</ns0:p>