A data profile of the people who buy, follow and care about Vintage clothing in Australia — modelled from more than twelve digital signal sources. Vintage clothing has an estimated audience of 3,323,515 people in Australia.
The average Vintage clothing fan in Australia is 38.2 years old, more female, and lives primarily in Victoria.
The audience is concentrated in Victoria, New South Wales, Queensland.
Top brand affinities include Vintage, Bohemian style, Retro style, with strongest over-indexing on Vintage (2.36× the country average).
Demographically, the Vintage clothing audience skews more female with an average age of 38.2, and over-indexes on personality traits such as Design Affinity, Extroversion.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
The typical Vintage clothing fan in Australia is more female, around 38.2 years old, with strong Design Affinity tendencies and a notable affinity for Vintage.
The key figures that characterise the Vintage clothing profile in Australia.
69.1% are female, 30.9% are male, average age 38.2.
| Metric | Value |
|---|---|
| Female | 69.1% |
| Male | 30.9% |
| Average age | 38.2 |
| Estimated audience size | 3,323,515 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 22% | |
| 20-29 | 23% | |
| 30-39 | 17% | |
| 40-49 | 18% | |
| 50+ | 21% |
of the worldwide Vintage clothing audience comes from Australia.
| Country | Share |
|---|---|
| United States | 20.3% |
| Japan | 12.4% |
| China | 11.1% |
Where the Vintage clothing audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Victoria | ~1.5M | 1.28× | |
| 02 | Tasmania | ~80K | 1.11× | |
| 03 | South Australia | ~300K | 1.10× | |
| 04 | Queensland | ~800K | 1.02× | |
| 05 | Western Australia | ~400K | 0.98× | |
| 06 | Northern Territory | ~30K | 0.93× | |
| 07 | Australian Capital Territory | ~60K | 0.90× | |
| 08 | New South Wales | ~1M | 0.87× |
The strongest cross-interests of the Vintage clothing audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Vintage | Fashion & Accessoires | 2.36× | ||
| 02 | Bohemian style | Fashion & Accessoires | 2.03× | ||
| 03 | Princess Polly | Fashion & Accessoires | 2.02× | ||
| 04 | Retro style | Fashion & Accessoires | 1.88× | ||
| 05 | Boho-chic | Fashion & Accessoires | 1.82× | ||
| 06 | City Beach | Fashion & Accessoires | 1.74× | ||
| 07 | Livemusic | Music & Radio | 1.67× | ||
| 08 | Stranger Things | Movies & TV | 1.64× | ||
| 09 | Streetwear | Fashion & Accessoires | 1.61× | ||
| 10 | Weaving | Fashion & Accessoires | 1.61× | ||
| 11 | Sewing | Home & Garden | 1.60× | ||
| 12 | Sephora | Shopping | 1.59× | ||
| 13 | Houseplant | Home & Garden | 1.59× | ||
| 14 | Zimmermann | Home & Garden | 1.56× | ||
| 15 | Knitting | Home & Garden | 1.55× | ||
| 16 | Museum | Arts & Culture | 1.54× | ||
| 17 | Earring | Fashion & Accessoires | 1.53× | ||
| 18 | Natural skin care | Beauty & Wellness | 1.53× | ||
| 19 | Self-love | Health | 1.51× | ||
| 20 | Art exhibition | Arts & Culture | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 1.36× | |
| Extroversion | THRILL | 1.33× | |
| Creativity | OPEN | 1.30× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Quality Awareness | PREMIUM | 0.81× | |
| Need for Security | CONSERVATISM | 0.83× | |
| Career Orientation | POWER | 0.93× |
Vintage clothing has an estimated audience of 3,323,515 people in Australia, concentrated in Victoria and New South Wales.
69.1% of Vintage clothing fans are female, 30.9% are male, with an average age of 38.2 years.
Vintage clothing fans show strongest brand affinity for Vintage (2.36×), Bohemian style (2.03×), and Retro style (1.88×) over the country average.
Vintage clothing fans in Australia are most concentrated in Victoria (reach ~1.5M), New South Wales (reach ~1M), and Queensland (reach ~800K). These three regions account for the largest share of the active audience.
Beyond Vintage clothing itself, the audience over-indexes on Bohemian style (2.03×), Retro style (1.88×), Princess Polly (2.02×), and Boho-chic (1.82×) 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 Vintage clothing. 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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