Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Articles Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Planned fashion obsolescence in the light of supply chain uncertainty Subject The topic of the resource Artificial intelligence; Circular economy; Fast fashion; Media; Supply Chain uncertainty Description An account of the resource Fast fashion has popularised the phenomenon of perceived obsolescence whereby customers try to stay in line with the current fashion trends in the market even though the apparel they own are in perfect condition. This has ultimately led the fashion industry to become the second largest polluter in the world. The primary objective of this research paper is to comprehend how the media manoeuvres customers to indulge in fast fashion and how that in turn leads to uncertainty in the supply chain. To understand this, a maximum variation sampling method was adopted which consisted of customers, supply chain partners and marketers. In order to draw a parallel between the variables researched in the past and the present day scenario, an interview schedule was employed. Through the variables selected with the help of Dedoose, a model was created to identify the hurdles faced by suppliers as well as the customer in the fast fashion cycle. The results found that the power to break the fast fashion phenomenon lay in the hands of the media as it is through them that customers' perception can be altered. The importance of artificial intelligence in SCM and the modern tools used in industry 4.0 have also been discussed. 2020 Allied Business Academies. Creator An entity primarily responsible for making the resource Philip R.S.; Anian A.M.; Raja A.S.M. Source A related resource from which the described resource is derived Academy of Strategic Management Journal, Vol-19, No. 1, pp. 1-17. Publisher An entity responsible for making the resource available Allied Business Academies Date A point or period of time associated with an event in the lifecycle of the resource 2020-01-01 Identifier An unambiguous reference to the resource within a given context <a href="" target="_blank" rel="noreferrer noopener"></a> <br /><br /><a href="https://www.scopus.com/inward/record.uri?eid=2-s2.0-85087300254&amp;partnerID=40&amp;md5=6eeec8f682696985cf98e8a5fc753de4" target="_blank" rel="noreferrer noopener">https://www.scopus.com/inward/record.uri?eid=2-s2.0-85087300254&amp;partnerID=40&amp;md5=6eeec8f682696985cf98e8a5fc753de4</a> Rights Information about rights held in and over the resource Restricted Access Relation A related resource ISSN: 15441458 Format The file format, physical medium, or dimensions of the resource Online Language A language of the resource English Type The nature or genre of the resource Article Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Philip R.S., CHRIST (Deemed to be University), India; Anian A.M., CHRIST (Deemed to be University), India; Raja A.S.M., CHRIST (Deemed to be University), India