Fashion Business Commons^™

The War On American Consumers, William C. Morrill V

Honors Theses

In this work I seek to discuss the various avenues that consumers have been abused by both individual corporations and wider market trends. I also attempt to shed light on how recent consumer advocacy movements have been gaining momentum to combat these issues. The background information for this work has been collected through years of personal observation of the issues at hand. The areas of technology, automobiles, and agriculture that are featured prominently throughout the essay are all topics of either personal impact to myself and family or things that I have a hobby-like interest in. I have kept up …

Modular Category Optimization For Substitutability: An Item-Level Approach, Medhansh A. Sankaran

Data Science Undergraduate Honors Theses

This thesis examines substitutability within Walmart apparel as a foundation for modular category optimization. Using large-scale item-level data, I develop an attribute-based framework that aggregates products to the fineline level, constructs a structured feature space, and identifies candidate substitute relationships through similarity-based matching within relevant merchandise groupings. The results show that Walmart item master data contains sufficient structure to support scalable substitute generation across a high-variety assortment. However, substitutability is not uniform: many item pairs exhibit high similarity but low observed demand transfer, indicating that structural similarity alone does not guarantee substitution. To address this, the framework is positioned within …

Abigail Sarai: A Neuroaesthetic Approach To Fashion Brand Development, Abby Martos

Theses

This thesis project presents a comprehensive direct-to-consumer business plan for an independent women’s fashion brand, Abigail Sarai, strategically positioned around the commercial value of aesthetic design. The project is grounded in an interdisciplinary theoretical framework integrating neuroaesthetics and consumer behavior research. Existing literature demonstrates that visual principles such as symmetry, harmony, and proportion activate neural reward systems associated with pleasure, while consumer research identifies happiness and emotional well-being as central drivers of purchasing behavior. Building upon these findings, this project proposes that aesthetic beauty can function as a deliberate and measurable value proposition within fashion entrepreneurship. By aligning brand design …

Make Fashion Circular: Extending Brand Loyalty By Extending The Life Of Garments, Madelyn Schillinger

Marketing Undergraduate Honors Theses

This research targets the fashion industry and its journey towards sustainability and circularity, specifically through the rise of clothing resale. It discusses the environmental impact of the overall fashion industry, as well as how secondhand shopping can offset the production of new items. This research also compares third party marketplaces with private, brand-operated resale platforms, exploring how each one benefits both the environment and consumers. Each resale model provides variety in user experiences, profits, and sustainability outcomes. These findings reveal that peer-to-peer platforms have helped normalize secondhand shopping, but brand resale initiatives have a greater control over sustainability and customer …

The Future Of Sustainable Fashion: How Vr Can Transform Retail Into An Eco-Friendly Shopping Experience, Kaeleigh G. Stroud

Apparel Merchandising and Product Development Undergraduate Honors Theses

Exploring the influence of virtual reality (VR) on consumer behavior highlights its potential as a powerful tool for facilitating sustainable fashion practices. The primary focus of this research is to examine how VR technology affects consumers’ hedonic (enjoyment-driven), utilitarian (function-driven), social (connection-driven), and symbolic (meaning-driven) values, and how these values impact consumer satisfaction. While VR can be used as a tool to enhance consumer engagement, its potential to create a more sustainable shopping experience in fashion makes it essential for facilitating eco-friendly fashion consumption.

To understand how VR impacts consumers’ shopping behaviors, this study explores how sustainable shopping shapes consumer …

Unveiled Voices: An Ode To Black Brides A Digital Resource Guide For Black Brides And Inclusive Bridal Design, Jaslyn A. Banks

Theses

This project examines the lack of inclusivity within the bridal industry, with a specific focus on the absence of skin-tone appropriate illusion mesh and diverse representation for Black brides. Through a combination of scholarly research and visual analysis, this study identifies how Eurocentric design standards continue to influence fabric development, marketing practices, and overall bridal aesthetics.

In response to these findings, this project introduces a digital lookbook titled Unveiled Voices: An Ode to Black Brides A Digital Resource Guide for Black Brides and Inclusive Bridal Design, which serves as a curated resource highlighting Black bridal designers who prioritize inclusivity, cultural …

Augmented Reality In Fashion Retail: A Walmart Unlimited Study, Chloe A. Mcpherson

Apparel Merchandising and Product Development Undergraduate Honors Theses

As technology continues to evolve, augmented reality (AR) has become increasingly common within the retail and fashion industries. This study explored Gen Z consumers’ perceptions of immersive AR shopping experiences through Walmart Unlimited, an interactive digital shopping platform. The purpose of this research was to better understand how younger consumers respond to AR-enhanced shopping environments and whether these technologies influence attitudes toward convenience, engagement, and sustainability in retail.

A quantitative research design was used for this study. Participants completed the Walmart Unlimited shopping experience and then responded to a Qualtrics survey measuring areas such as immersion, satisfaction, ease of use, …

Voices Of A New Era: A Discursive Psychology Study Of Influencer-Follower Discourse On Tiktok, Andrea Guerrero Hernandez

Electronic Theses and Dissertations

The present study researched and investigated the discourse of five mega fashion influencers on TikTok, as well as the discourse of 15 followers engaging with fashion influencer content on the same platform. The theory used to guide this study was discursive psychology theory, which provided the groundwork for understanding how both influencers and followers position their identities, justify their actions and decisions, and construct their reality. The primary aim of this research is to deepen understanding of how influencer discourse shapes follower discourse, identifying recurring patterns, contradictions, and the ways in which tensions are negotiated. The findings reveal a range …

The Evolution And Impact Of Fashion Marketing In The Age Of Social Media, Lillie L. Warrington

Honors Theses

This research paper aims to analyze the effect of social media on consumer behavior in fashion marketing by investigating how fashion brands have adapted their strategies to leverage social media platforms effectively and exploring the role of social media influencers in shaping brand perception and consumer loyalty. By addressing these objectives, this research seeks to contribute to the growing body of knowledge on digital marketing in the fashion industry, offering valuable insights.

The study will be conducted through a comprehensive review of existing research and primary research, including a survey of 143 participants, to better understand how social media affects …

Antecedents And Consequences Of Consumer Behavior In Circular Fashion: Cognitive, Normative, And Behavioral Pathways Shaping Purchase And Participation Intentions, Mahmudul Hasan Sabuj

Department of Textiles, Merchandising and Fashion Design: Dissertations, Theses, and Student Research

The increasing environmental impact of the fashion industry has intensified the need for a systemic transition from linear to circular production and consumption models. Despite growing interest in circular fashion, there remains a limited understanding of the underlying behavioral dimensions that drive consumer engagement in sustainable practices. Grounded in the Theory of Planned Behavior (TPB) and Norm Activation Theory (NAT), this study examines consumer behavior through an integrated framework capturing cognitive, social, and normative influences.

Using data collected from a structured online survey (N = 575), the study employs Exploratory Factor Analysis (EFA), reliability analysis, and multiple regression techniques to …

Data Tracking And Analytics Within Inventory Management: Coffee Shop And Retail Store Optimization, Mateo J. Moyon

Senior Theses

This thesis examines the application of inventory management theory in the small and medium-sized business context, with a specific focus on the food and beverage industry. Drawing on the foundational academic literature spanning from Harris’s EOQ formula in 1913 through stochastic inventory theory, ABC analysis, and just-in-time strategy, this paper establishes the mathematical and operational bases for modern inventory management practice. Although there are proven value to these frameworks, research demonstrates that small to medium sized businesses adopt inventory management systems at lower rates citing cost and implementation as barriers. This thesis argues that the emergence of low-cost inventory and …

The Gospel Of Glamour: A Christian Woman's Style Blueprint, Osaromwenyeke Osemwota

Theses

The Gospel of Glamour: The Christian Woman’s Style Blueprint was a luxury-branded, sustainability-focused, faith-based style guide that addressed a gap in fashion, theology, and sustainability scholarship. Existing literature had either systematized fashion, explored the spiritual significance of dress, or examined sustainable and luxury practices—but none had integrated these dimensions into a prescriptive, actionable guide for Christian women. Drawing on Scripture as the foundational authority, including passages from Genesis, Exodus, Psalms, and Proverbs, the guide framed clothing as both practical provision and visible expression of covenantal identity. The style guide synthesized secular fashion methodology, modest-fashion scholarship, and sustainable luxury principles to …

Analysing India’S Luxury Shoe Supply Chain Business Plan For Lace, A B2b Leather Sourcing Platform, Muskan Manwani

MA in Luxury Business Dissertations

This study analyses the current supply chain ecosystem surrounding the Indian luxury leather industry, with a focus on shoes. The primary objective of the practice-based research is to understand the sourcing and supply chain decision-making of luxury brands and construct an actionable model that helps luxury brands optimise sourcing, production and supply chain management for leather goods, mainly shoes, in India. While similar models already exist within the Indian market, this proposed framework will specifically address the gap in luxury-exclusive sourcing, with a focus on preserving brand exclusivity. The model will also provide guidance and support related to legal and …

The Impact Of Technology On The New Product Development Process For Intimate Apparel, Cassie M. Lambert

Theses and Dissertations--Retailing and Tourism Management

The purpose of this research was to provide a better understanding of how 3D CAD Software impacts the New Product Development Process of Intimate Apparel.  As a category, Intimate Apparel falls behind other categories in adopting new technology.  Interviews were conducted with industry professionals to explore their adoption and use of 3D CAD Software.  Two case studies were also conducted to compare the adoption strategies of a small and a large company.  Data coding of the interviews and case studies revealed similar relationships and common themes across all participants.  Findings show that the strategic implementation of 3D CAD Software reduces …

Macroeconomic Resilience And Sentiment Dynamics In The Global Luxury Fashion Industry, Mehr Gupta

CMC Senior Theses

The global luxury fashion industry is often viewed as a sector where broad economic conditions intersect with individual spending behavior. Yet despite this common assumption, it remains unclear whether macroeconomic fluctuations meaningfully shape luxury firms’ financial performance. This thesis examines the relationship between four key macroeconomic indicators - consumer sentiment, disposable income, unemployment, and exchange rates - and firm-level quarterly revenue for twelve publicly listed luxury companies from the early 2000s through 2024. Firm financial data from S&P Capital IQ are matched with macroeconomic measures from the Federal Reserve (FRED), and the analysis employs a two-way fixed-effects framework with firm …

Integrating Social Media And Entrepreneurship: A Study Of Social Media, Creativity, Strategy, And Innovation In Building A Successful Brand Presence In The Digital Era, Lys Ishiari

Undergraduate Honors Theses

Social media has completely changed what it means to start a business. It was once just a place for personal interactions but is currently a powerful channel that drives the growth of multiple industries (Felicia, 2022). Now, anyone can use their personal creativity and hobbies to build a brand, especially on apps like Instagram, YouTube, and TikTok. The purpose of this study is to identify the common themes behind social media entrepreneurs’ success, which allows individuals to become both creators and business owners in the digital age. Furthermore, a key part of writing this paper is personal; it connects to …

“What Is In Vogue?” A Critical Study Of Photography, Psychology, And Power In Vogue Magazine, Hannah Eve Osinoff

MA Theses

Capitalizing on our obsession with beauty and power, this thesis examines, through psychological and art-historical lenses, how Vogue’s use of photography increased the public’s fascination with elitist culture. Using archives and secondary sources, this thesis aims to prove that photography was so powerful that it compelled readers to covet what they did not have. Accordingly, Vogue serves as a key example of how photography informed cultural perceptions of beauty and class. Ultimately, photography has and continues to impact fashion and media, as exemplified by Vogue’s early dominance of this medium and the resulting change in culture.

Environmental Risk Assessment Of Textile Waste From Bio-Engineered Fibers In The Fashion Industry, Aayush Pankaj Agarwal, Harshit Soral, Irmak Aktan, Karol Montserrat Gonzalez Saad, Maria Daniela Saa Espinosa, Sheetal Suhas Dhanuka, Yi Yang

Harrisburg University Dissertations and Theses

The global fashion industry generates over 92 million tons of textile waste annually, a figure projected to increase significantly by 2030. Bio-engineered fibers, including bacterial cellulose, mycelium-based leather, and recombinant protein textiles emerge as sustainable alternatives to conventional fibers. Despite their promise, recent evidence suggests that these fibers may pose environmental risks at the end-of-life stage, such as incomplete biodegradation in landfills, microfiber shedding, and chemical leaching from dyes and coatings. The purpose of this study is to examine how these risks are represented through scientific literature, corporate sustainability reports, and policy frameworks, and to identify strategies for integrating risk …

Brands & Virtual Personas: How Virtual Influencer Types Impact Brand Awareness, Carol Calderon Ambelis

Department of Textiles, Merchandising and Fashion Design: Dissertations, Theses, and Student Research

As social media continues to shape how consumers interact with brands, virtual influencers (VIs) have emerged as a new type of digital celebrity. While previous research has explored how VIs contribute to brand image and awareness, there has been limited attention on how different types of VIs, both anime-like and human-like, affect consumer perceptions across different markets. This study examines how these two types of VIs impact relatability, aspiration, and brand awareness, with a focus on the differences between luxury and mass market. Using a within-subjects experimental design, this study recruited 574 participants with social media experience using MTurk. The …

Optimizing Sourcing Through Agile Project Management: Enhancing Efficiency And Cost Effectiveness In Apparel Production, Gautami Vikrant Moghe

Harrisburg University Dissertations and Theses

Production delays, cost overruns, and inventory mismanagement are a few of the challenges that the garment industry faces in its sourcing process. The main causes of these challenges are fluctuating market demands and evolving customer preferences. This research explored the application of agile project management methodologies to address these challenges by enhancing flexibility and collaboration. This study implemented a qualitative approach, leveraging interviews with industry professionals to gather insights into the practical implementation. The significance of this research lied in its potential to provide actionable insights for companies that were seeking to improve their sourcing efficiency and cost-effectiveness. To contextualize …

Sustainability: Buzz Word Or Future Of Fashion? Measuring The Feasibility Of Outright Sustainability Among Fast Fashion’S Biggest Agents, Ryan Miller

Apparel Merchandising and Product Development Undergraduate Honors Theses

Abstract

The fashion industry is currently experiencing unsustainable rates of pollution within its supply chains. The rapid increase in demand for short lead times perpetrated by large-scale retailers has led to hazardous practices negatively affecting both the environmental conditions and working conditions of producing countries. With this increased pressure, relationships between brands and suppliers have become untenable. Limited transparency and imbalanced power dynamics at the hand of the industry’s leading retailers require restructuring in order to build more sustainable and equitable supply-chain practices. Further, governmental regulation is currently limited in its capacity to enforce sustainable business practices on a global …

Redefining Female Leadership In The Fashion And Apparel Industry: Equity And Equality, Elaine Grullón

JWU Dissertations & Theses

Female leadership in the fashion and apparel industry has increased recently; however, females remain underrepresented in C-suite and executive positions (Cassell et al., 2022; Field et al., 2023; Lindahl, 2024). Nonetheless, this significant industry employs numerous female workers within the different organizational structures in the United States (U.S.) (Kumar et al., 2019; Tagra, 2021; U.S. Bureau of Labor Statistics, 2024). Females encounter significant biases and barriers, such as unequitable promotional ventures and exclusion from networking opportunities. They are confronted with perceptions that undermine their effectiveness, hindering their ability to attain key roles.

The quantitative, non-experimental, cross-sectional survey design study evaluated …

Mary Kay Reimagined, Allison Terveer

Theses

This project is taking the brand Mary Kay and turning it into a new brand that would be enticing to younger generations and become a staple in everyone and anyone’s routines. Mary Kay was a huge makeup brand in the 1990s and early 2000s, but the cosmetic industry has grown tremendously, and Mary Kay has fallen behind. They mostly target the older generations, the generations that were supporting them in the 1990s and 2000s. They need to expand their target range and get younger consumers to pay attention to them. With updated packaging, new marketing and a new way to …

The Impact Of Tik Tok Marketing On Consumer Behavior In The Fashion Industry: Strategies For Effective Engagement And Sales Conversation, Latoya Burns

Theses

This thesis investigates the impact of TikTok marketing on consumer behavior within the fashion industry, focusing on strategies for effective engagement and sales conversion. As social media platforms, particularly TikTok, reshape the dynamics of fashion marketing, this research explores how short-form video content, influencer partnerships, and user-generated content (UGC) drive brand awareness, loyalty, and purchasing decisions among consumers, especially Gen Z and millennials. The study compares TikTok’s effectiveness to traditional marketing channels, highlighting the platform’s ability to foster interactive, real-time engagement and democratize trendsetting through its algorithm-driven content delivery. The thesis uses quantitative research to examine how TikTok influences consumer …

Life Cycle Analysis Of Cosmetic Products -- Assessing Environmental Sustainability And Potential Impacts, Karina Magro Machado

Theses, Dissertations and Culminating Projects

The cosmetic industry has a significant environmental footprint due to its reliance on water, energy, petrochemical-derived ingredients, and plastic-based packaging. This study performs a cradle-to-grave Life Cycle Analysis (LCA) to evaluate the environmental impacts of three cosmetic products: CeraVe Daily Moisturizing Lotion, bareMinerals Gen Nude Powder Blush, and Gillette Foamy Regular Shave Cream. The analysis was conducted using OpenLCA software and free databases, modeling each product across raw materials, packaging, manufacturing, transportation, use and end-of-life phases. The results showed that the shave cream had the highest environmental burden to three out of the four categories, especially in consumption and carbon …

Sustainable Fashion Identified: An Exploration And Education Of Sustainable Apparel, Michaela M. Lentsch

Department of Textiles, Merchandising and Fashion Design: Dissertations, Theses, and Student Research

Consumers today are searching for and are loyal to companies who support their views and concerns about sustainability. The fashion industry is one of the biggest industries in the world, but one that has many environmental and sustainability concerns. Fortunately, there are many ways the fashion industry and consumers can take steps to make sustainable change and better the planet. Small fashion businesses and boutiques can make positive changes to operate and provide sustainable options and services for customers which can help the planet become more sustainable.

Through this manuscript, an assortment of sustainable methods and practices will be shared …

Knot Alone: A 24/7 Live Chat App For Sewing Enthusiasts, Erica Frankenhoff

Theses

Knot Alone innovates support in the sewing industry by providing a 24/7 chat experience driven by community engagement. Unlike other forums or workshops with time limits, this platform guarantees interactive, personalized, and immediate guidance. Regardless of whether it’s a new beginner sewer learning how to thread a sewing machine, or a sewing enthusiast who is more advanced and is just figuring out issues with fabric tension, Knot Alone users can, at any hour, seek out professional advice. Professional advice will be provided by sewing educators and instructors, post graduate fashion students, and established sewing bloggers and influencers. By joining together …

Students For Sustainable Fashion & The Impact Of Fast Fashion, Anne M. York

Honors Theses

This thesis report took a project-based approach, making a change on campus through Students for Sustainable Fashion (SFSF), a club I founded here at the University of Mississippi. My thesis intends to document the establishment process and record the growth of SFSF throughout its last three semesters. SFSF emerged due to a significant challenge identified through casual class conversations, observational thinking, and campus engagement. However, university students are provided with abundant information about fast fashion's detrimental effects, and many feel unable to act due to social pressures, financial constraints, and the influence of fast-paced consumer culture. While students often desire …

Combating Forced Labor In Global Supply Chains Through Modern Technology: A Case Study Of Uyghurs In Xinjiang, Samuel Donohue

Senior Theses

This thesis examines how modern traceability technologies can help combat forced labor in global supply chains, focusing on the case of Uyghur workers in Xinjiang, China. The research addresses the pressing challenge of verifying ethical labor practices in complex, multi-tiered supply networks, using the case study alongside an extensive literature review. It evaluates advanced technological solutions, including blockchain ledgers, isotope analysis, radio-frequency identification (RFID) tagging, and microbiome tracing as tools to improve supply chain transparency. Through qualitative case analysis and analysis of current research, the thesis assesses each technology’s capability to trace product origins and authenticate labor conditions. The findings …

Corsets Of Empowerment, Dorsa Farzi

Department of Textiles, Merchandising and Fashion Design: Dissertations, Theses, and Student Research

This project explores the intersection of fashion and activism, using contemporary design to reflect on significant women’s rights movements from around the world. This exhibition presents four uniquely crafted corsets, each representing a pivotal movement, from the Suffragette era to the ongoing fight for gender equality in Iran. Through modern aesthetics, innovative construction, and symbolic details, this project transforms clothing into a medium for dialogue and advocacy. Fashion becomes more than just design—it becomes a powerful tool for storytelling, sparking awareness, and encouraging new perspectives on gender equality and activism.

This project was exhibited at the Robert Hillestad Gallery, University …