Adaptive User Modeling in Visual Merchandising: Balancing Brand Identity with Operational Efficiency

Maintaining a consistent brand identity across a global network of retail stores while adhering to local constraints has long challenged Visual Merchandisers. Legacy processes, often reliant on subjective "by-eye" adjustments, can drive up operational costs and lead to inconsistent in-store execution. We formalize a user modeling framework implementing a multi-criteria utility function that balances brand identity and operational overhead. We integrated our framework in a 3D virtual tour design platform, deploying it in the ecosystem of OVS, a global fashion firm. Through a preliminary user study, we showcase that our solution enables lower iteration cycles and decreases store-to-store discrepancies.