A data profile of the people who buy, follow and care about Boutiques in Australia — modelled from more than twelve digital signal sources. Boutiques has an estimated audience of 6,665,233 people in Australia.
The average Boutiques fan in Australia is 42.5 years old, more female, and lives primarily in New South Wales.
The audience is concentrated in New South Wales, Victoria, Queensland.
Top brand affinities include Children's clothing, Princess Polly, Adairs, with strongest over-indexing on Children's clothing (1.51× the country average).
Demographically, the Boutiques audience skews more female with an average age of 42.5, and over-indexes on personality traits such as Design Affinity, Creativity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
The typical Boutiques fan in Australia is more female, around 42.5 years old, with strong Design Affinity tendencies and a notable affinity for Children's clothing.
The key figures that characterise the Boutiques profile in Australia.
72.9% are female, 27.1% are male, average age 42.5.
| Metric | Value |
|---|---|
| Female | 72.9% |
| Male | 27.1% |
| Average age | 42.5 |
| Estimated audience size | 6,665,233 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 13% | |
| 20-29 | 18% | |
| 30-39 | 18% | |
| 40-49 | 21% | |
| 50+ | 29% |
of the worldwide Boutiques audience comes from Australia.
| Country | Share |
|---|---|
| United States | 17.0% |
| Italy | 5.3% |
| Japan | 5.2% |
Where the Boutiques audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Victoria | ~2.5M | 1.16× | |
| 02 | Queensland | ~2M | 1.16× | |
| 03 | Western Australia | ~800K | 1.07× | |
| 04 | New South Wales | ~2.5M | 1.05× | |
| 05 | Northern Territory | ~60K | 0.98× | |
| 06 | South Australia | ~500K | 0.97× | |
| 07 | Tasmania | ~100K | 0.92× | |
| 08 | Australian Capital Territory | ~100K | 0.84× |
The strongest cross-interests of the Boutiques audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Bec and Bridge | Fashion & Accessoires | 1.75× | ||
| 02 | Sass & bide | Fashion & Accessoires | 1.63× | ||
| 03 | Princess Polly | Fashion & Accessoires | 1.62× | ||
| 04 | Art jewelry | Fashion & Accessoires | 1.62× | ||
| 05 | Diaper bag | Kids & Family | 1.61× | ||
| 06 | Forever New | Fashion & Accessoires | 1.60× | ||
| 07 | Kookai | Fashion & Accessoires | 1.58× | ||
| 08 | Zimmermann | Home & Garden | 1.58× | ||
| 09 | Baby Bunting | Kids & Family | 1.57× | ||
| 10 | Adairs | Home & Garden | 1.56× | ||
| 11 | Party dress | Fashion & Accessoires | 1.56× | ||
| 12 | Pattern (sewing) | Home & Garden | 1.56× | ||
| 13 | Freedom Furniture | Home & Garden | 1.55× | ||
| 14 | Blouse | Fashion & Accessoires | 1.55× | ||
| 15 | Infant bed | Home & Garden | 1.53× | ||
| 16 | Gown | Fashion & Accessoires | 1.52× | ||
| 17 | Oroton | Fashion & Accessoires | 1.52× | ||
| 18 | Children's clothing | Fashion & Accessoires | 1.51× | ||
| 19 | Huggies | Kids & Family | 1.51× | ||
| 20 | Makeup brush | Beauty & Wellness | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 1.22× | |
| Creativity | OPEN | 1.16× | |
| Price Sensitivity | PREMIUM | 1.13× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.60× | |
| Risk Appetite | THRILL | 0.67× | |
| Need for Security | CONSERVATISM | 0.73× |
Boutiques has an estimated audience of 6,665,233 people in Australia, concentrated in New South Wales and Victoria.
72.9% of Boutiques fans are female, 27.1% are male, with an average age of 42.5 years.
Boutiques fans show strongest brand affinity for Children's clothing (1.51×), Princess Polly (1.62×), and Adairs (1.56×) over the country average.
Boutiques fans in Australia are most concentrated in New South Wales (reach ~2.5M), Victoria (reach ~2.5M), and Queensland (reach ~2M). These three regions account for the largest share of the active audience.
Beyond Boutiques itself, the audience over-indexes on Princess Polly (1.62×), Adairs (1.56×), Kookai (1.58×), and Baby Bunting (1.57×) compared to the Australia average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Australia who actively search for Boutiques. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
This audience profile is generated by Rascasse from anonymized search-behavior signals across Australia. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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