Date of Graduation

5-2026

Document Type

Thesis

Degree Name

Bachelor of Science in Industrial Engineering and Operations Analytics

Degree Level

Undergraduate

Department

Industrial Engineering

Advisor/Mentor

Rob M. Curry

Committee Member

Rob M. Curry

Second Committee Member

Brandon Crisel

Abstract

Fast fashion has transformed global consumer culture through its rapid product cycles, affordability, and accessibility. However, this model has also contributed significantly to environmental degradation, excessive textile waste, and unethical labor practices. Social media platforms have accelerated these patterns by amplifying short-lived trends and influencing consumer purchasing behavior. This study aims to analyze the relationship between social media activity and the fast-fashion life cycle, with a focus on how online engagement drives consumption, production speed, and environmental impact. The research utilized a quantitative and analytical approach, combining correlation analysis and time-series data to evaluate the connection between SHEIN’s growing user base and its revenue from 2015 to 2024. A correlation coefficient of 0.984 was calculated using Excel’s correlation function, revealing a near-perfect relationship. Secondary data were also used to estimate production volume, waste generation, and water usage associated with increased sales. Findings indicate that rising social media engagement directly aligns with accelerated product turnover and higher production rates. As online trends shorten product lifespans, the environmental footprint of fast fashion – measured through textile production and water consumption – has intensified globally.The study found no clear or consistent relationship between social media activity and the shortening of product life cycles or increases in production volume within the fast-fashion industry. However, the analysis did reveal significant environmental consequences associated with fast-fashion practices, including high levels of textile waste and water consumption. These findings emphasize the importance of promoting conscious consumer behavior and encouraging individuals to make more sustainable purchasing decisions. This study recommends implementing digital responsibility practices within marketing strategies, promoting consumer education on sustainable purchasing, and encouraging fashion brands to adopt transparent production reporting. Strengthening policy and public awareness initiatives can mitigate the environmental consequences of trend-driven consumption.

Keywords

Social media influence; Fast fashion consumption; Consumer behavior analytics; Sustainability impacts; Time series forecasting; Predictive modeling

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