A data-driven forecasting approach for newly launched seasonal products by leveraging machine-learning approaches

Companies in the fashion industry are struggling with forecasting demand due to the short-selling season, long lead times between the operations, huge product variety and ambiguity of demand information. The forecasting process is becoming more complicated by virtue of evolving retail technology trends. Demand volatility and speed are highly affected by e-commerce strategies as well as social media usage regards to varying customer preferences, short product lifecycles, obsolescence of the retail calendar, and lack of information for newly launched seasonal items. Consumers have become more demanding and less predictable in their purchasing behavior that expects high quality, guaranteed availability and fast delivery. Meeting high expectations of customers’ initiates with proper demand management. This study focuses on demand prediction with a data-driven perspective by both leveraging machine learning techniques and identifying significant predictor variables to help fashion retailers achieve better forecast accuracy. Prediction results obtained were compared to present the benefits of machine learning approaches. The proposed approach was applied by a leading fashion retail company to forecast the demand of newly launched seasonal products without historical data.