This document discusses decision-making models used in the fashion industry. It describes how some fashion companies like Orin and Modcloth use surveys to gather customer input on new clothing designs and make strategic decisions. This crowdsourcing approach is similar to Fisher's Phase Model of decision-making, which involves orientation, conflict, emergence and reinforcement similar to the process of giving and receiving survey feedback. The document also discusses other decision-making models like the rational model and alternatives like the optimizing and satisficing models.