Gemma Young

This study explores how later millennial women in the UK engage and interact with affordable luxury fashion brands whilst experiencing life stage transitions and economic pressures. Self-Determination Theory and Brand Identity Prism frameworks provide a conceptual lens for the research aims, objectives and analysis. Eight semi-structured interviews were conducted and analysed using advanced thematic analysis. The research findings reveal  that Later Millennial women  show selective attention  to brands, in opposition to  traditional loyalty. This demographic prioritises self competence (quality, fit, functionality) over status signalling. Other significant  findings include participants' explicit distinction between youth focussed fashion and age appropriate styling, in addition to  clear evidence of brand-consumer misalignment across multiple BIP facets. The study challenges existing assumptions about millennial consumer behaviours and highlights the commercial significance of this underserved demographic.