Italian fashion Audience in Germany
Italian fashion has an estimated audience of 614,492 people in Germany. 65.5% are female, 34.5% are male, average age 36.7. Top regions: Bayern, Nordrhein-Westfalen, Baden-Württemberg. Top brand affinities: Marni (clothing), Hermès, Western Union, Marc Jacobs, Balmain.
The average Italian fashion fan in Germany is 36.7 years old, more female, and lives primarily in Bayern. The audience is concentrated in Bayern, Nordrhein-Westfalen, Baden-Württemberg. Top brand affinities include Marni (clothing), Hermès, Western Union, with strongest over-indexing on Marni (clothing) (63.43× the country average). Demographically, the Italian fashion audience skews more female with an average age of 36.7, and over-indexes on personality traits such as Luxury Orientation, Design Affinity. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Fashion & Accessoires · Type: Topic
Demographics of Italian fashion fans
| Metric | Value |
|---|---|
| Female | 65.5% |
| Male | 34.5% |
| Average age | 36.7 |
| Estimated audience size | 614,492 |
Audience persona
The typical Italian fashion fan in Germany is more female, around 36.7 years old, with strong Luxury Orientation tendencies and a notable affinity for Marni (clothing).
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Bayern | 127,076 | 1.29× |
| Nordrhein-Westfalen | 119,100 | 0.89× |
| Baden-Württemberg | 86,724 | 1.03× |
| Hessen | 63,815 | 1.36× |
| Niedersachsen | 51,139 | 0.86× |
| Berlin | 31,020 | 1.13× |
| Rheinland-Pfalz | 26,987 | 0.88× |
| Sachsen | 23,482 | 0.78× |
| Sachsen-Anhalt | 16,027 | 1.01× |
| Hamburg | 14,864 | 1.07× |
| Brandenburg | 14,558 | 0.76× |
| Schleswig-Holstein | 14,183 | 0.64× |
| Thüringen | 11,222 | 0.72× |
| Mecklenburg-Vorpommern | 9,303 | 0.79× |
| Saarland | 9,248 | 1.23× |
| Bremen | 8,251 | 1.57× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Marni (clothing) | 63.43× | Fashion & Accessoires |
| Hermès | 9.88× | Fashion & Accessoires |
| Western Union | 11.42× | Business & Career |
| Marc Jacobs | 19.38× | Fashion & Accessoires |
| Balmain | 21.72× | Fashion & Accessoires |
| Tom Ford | 17× | Fashion & Accessoires |
| Valentino | 17.11× | Fashion & Accessoires |
| Mulberry (company) | 39.01× | Fashion & Accessoires |
| Bulgari | 13.16× | Fashion & Accessoires |
| Moschino | 16.22× | Fashion & Accessoires |
| Real property | 7.86× | Home & Garden |
| Chrono24 | 15.89× | Shopping |
| Givenchy | 9.72× | Fashion & Accessoires |
| paul smith | 18.06× | Fashion & Accessoires |
| Omega | 10.45× | Fashion & Accessoires |
| Versace | 7.85× | Fashion & Accessoires |
| Michael Kors | 7.84× | Fashion & Accessoires |
| Balenciaga | 6.52× | Fashion & Accessoires |
| Jimmy Choo | 11.46× | Fashion & Accessoires |
| Armani | 7.17× | Fashion & Accessoires |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Luxury Orientation | PREMIUM | 2.69 |
| Design Affinity | PREMIUM | 1.97 |
| Quality Awareness | PREMIUM | 1.87 |
| Creativity | OPEN | 1.52 |
| Sports Activity | POWER | 1.44 |
| Early Adopter Mentality | POWER | 1.43 |
Worldwide distribution
| Country | Share |
|---|---|
| Italy | 27.3% |
| Japan | 16.2% |
| United States | 12.2% |
See Italian fashion audiences in other countries
More Fashion & Accessoires audiences in Germany
- Food and drink (39,623,635)
- Entertainment (39,502,829)
- Business and industry (39,157,865)
- Shopping and fashion (38,134,645)
- Arts and music (37,163,288)
Frequently asked questions
How many fans does Italian fashion have in Germany?
Italian fashion has an estimated audience of 614,492 people in Germany, concentrated in Bayern and Nordrhein-Westfalen.
What is the gender split and age of Italian fashion fans?
65.5% of Italian fashion fans are female, 34.5% are male, with an average age of 36.7 years.
Which brands do Italian fashion fans like most?
Italian fashion fans show strongest brand affinity for Marni (clothing) (63.43×), Hermès (9.88×), and Western Union (11.42×) over the country average.
Where do Italian fashion fans live in Germany?
Italian fashion fans in Germany are most concentrated in Bayern (reach 127,076), Nordrhein-Westfalen (reach 119,100), and Baden-Württemberg (reach 86,724). These three regions account for the largest share of the active audience.
What other brands do Italian fashion fans also like?
Beyond Italian fashion itself, the audience over-indexes on Hermès (9.88×), Western Union (11.42×), Marc Jacobs (19.38×), and Balmain (21.72×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Italian fashion. 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.
About this audience profile
This audience profile is generated by Rascasse from anonymized search-behavior signals across Germany. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.