With the rapid development of the Internet and new media, the enormous data from social media and other public platforms have attracted increasing attention to user behavior research. Fashion is a hot topic for both the general public and the social economy, so there is great potential for exploring and manipulating social media data for the development of the fashion industry in the current era. This paper aims to explore the current status of social media user behavior analysis applied to the fashion and apparel industry for advanced product development, branding strategy planning and the resolution of other decision-making problems in the big data context. First, articles were retrieved from the database "Web of Science". With the assistance of experts, 201 articles were determined for further study. Next, the evolution of hot topics within the domain was visualized and discussed through bibliometric analysis. Then, the application of social media data in the fashion domain was investigated, and common data mining methods were discussed. Finally, the paper summarized the development status of social media user behavior analysis (SMUBA) applied to the fashion and apparel industry and put forward the future prospect under the framework of mass customization in the big data era.