Abstract: An item recommendation process, executed by a computer system, including: receiving item data representing item features of at least one item; receiving personal data representing personal features, and associated with a personal style profile, of at least one person from a user; accessing and processing rules data representing links between item features and personal features of style profiles; receiving inventory data representing available items in a retailer inventory of a retailer to the person; and generating recommendation data representing an item recommendation of the item, selected based on the available items, the item features, the style profile and at least one link between them.