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# Project Description Gemma Young MAP - Later Millennial Women Gemma Young Summary Final work College London College of Fashion Course MA Strategic Fashion Marketing (online) Graduation year 2026 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. Final work Share this project 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... A link to this page has been added to your clipboard Browse related work Gender
# Links ## Official page - https://ualshowcase.arts.ac.uk/project/681504/cover ## External - https://www.linkedin.com/in/gemma-y-9566bb186/ - mailto:gemma823@hotmail.com - https://portfolio-tools.s3.eu-west-2.amazonaws.com/wp-content/uploads/2025/10/10140106/Gemma-Research-Poster-A2-Landscape.pdf - https://twitter.com/intent/tweet?url=https%3A%2F%2Fualshowcase.arts.ac.uk%2Fproject%2F681504%2Fcover&text=Gemma+Young+MAP+-+Later+Millennial+Women - https://pinterest.com/pin/create/button/?url=https%3A%2F%2Fualshowcase.arts.ac.uk%2Fproject%2F681504%2Fcover&media=https%3A%2F%2Fportfolio-tools.s3.eu-west-2.amazonaws.com%2Fwp-content%2Fuploads%2F2025%2F10%2F10141733%2FGemma-Research-Poster-.jpg&description=Gemma+Young+MAP+-+Later+Millennial+Women