H&M Audience in Italy
H&M has an estimated audience of 10,435,301 people in Italy. 73.4% are female, 26.6% are male, average age 39.2. Top regions: Lombardy, Lazio, Campania. Top brand affinities: OVS, Zara, Primark, Children's clothing, Personal care.
The average H&M fan in Italy is 39.2 years old, more female, and lives primarily in Lombardy. The audience is concentrated in Lombardy, Lazio, Campania. Top brand affinities include OVS, Zara, Primark, with strongest over-indexing on OVS (3.69× the country average). Demographically, the H&M audience skews more female with an average age of 39.2, and over-indexes on personality traits such as Extroversion, Creativity. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
Category: Shopping · Type: Brand · Subtype: Fashion
Demographics of H&M fans
| Metric | Value |
|---|---|
| Female | 73.4% |
| Male | 26.6% |
| Average age | 39.2 |
| Estimated audience size | 10,435,301 |
Audience persona
The typical H&M fan in Italy is more female, around 39.2 years old, with strong Extroversion tendencies and a notable affinity for OVS.
Top regions in Italy
| Region | Reach | Affinity |
|---|---|---|
| Lombardy | 2,122,366 | 1.16× |
| Lazio | 1,755,707 | 1.37× |
| Campania | 1,489,600 | 1.27× |
| Veneto | 1,055,897 | 1.28× |
| Emilia-Romagna | 949,153 | 1.11× |
| Tuscany | 893,212 | 1.29× |
| Sicilia | 836,706 | 0.92× |
| Puglia | 732,457 | 1.02× |
| Piedmont | 720,598 | 0.93× |
| Calabria | 292,884 | 0.92× |
| Trentino-Alto Adige/Südtirol | 268,546 | 1.36× |
| Marche | 268,068 | 1.03× |
| Sardinia | 238,904 | 0.82× |
| Liguria | 227,881 | 0.78× |
| Abruzzo | 210,622 | 0.92× |
| Friuli-Venezia Giulia | 181,969 | 0.92× |
| Umbria | 175,535 | 1.04× |
| Basilicata | 63,870 | 0.67× |
| Molise | 40,444 | 0.82× |
| Aosta Valley | 9,823 | 0.37× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| OVS | 3.69× | Fashion & Accessoires |
| Zara | 3.04× | Shopping |
| Primark | 2.54× | Shopping |
| Children's clothing | 2.45× | Fashion & Accessoires |
| Personal care | 1.85× | Health |
| IKEA | 1.81× | Home & Garden |
| Bershka | 3.41× | Shopping |
| Stradivarius | 3.25× | Shopping |
| Woman | 1.52× | Kids & Family |
| Marriage | 1.87× | Kids & Family |
| Motivi | 3.48× | Fashion & Accessoires |
| Blouse | 2.44× | Fashion & Accessoires |
| Pepco | 3.89× | Fashion & Accessoires |
| Fast fashion | 3.55× | Fashion & Accessoires |
| Fragrances | 1.58× | Beauty & Wellness |
| Skirt | 2.12× | Fashion & Accessoires |
| Terra Nova (TV series) | 3.64× | Movies & TV |
| Handbags | 1.79× | Fashion & Accessoires |
| Barbie | 2.51× | Movies & TV |
| Gift | 1.8× | Shopping |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Extroversion | THRILL | 1.27 |
| Creativity | OPEN | 1.14 |
| Price Sensitivity | PREMIUM | 1.13 |
| Luxury Orientation | PREMIUM | 1.11 |
| Design Affinity | PREMIUM | 1.1 |
| DIY Mentality | THRILL | 1.07 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 11.6% |
| Germany | 7.5% |
| Japan | 7.4% |
See H&M audiences in other countries
More Fashion audiences in Italy
- AliExpress (13,417,330)
- Primark (11,100,927)
- Zara (8,063,156)
- Stradivarius (5,441,246)
- Mango (4,646,435)
Frequently asked questions
How many fans does H&M have in Italy?
H&M has an estimated audience of 10,435,301 people in Italy, concentrated in Lombardy and Lazio.
What is the gender split and age of H&M fans?
73.4% of H&M fans are female, 26.6% are male, with an average age of 39.2 years.
Which brands do H&M fans like most?
H&M fans show strongest brand affinity for OVS (3.69×), Zara (3.04×), and Primark (2.54×) over the country average.
Where do H&M fans live in Italy?
H&M fans in Italy are most concentrated in Lombardy (reach 2,122,366), Lazio (reach 1,755,707), and Campania (reach 1,489,600). These three regions account for the largest share of the active audience.
What other brands do H&M fans also like?
Beyond H&M itself, the audience over-indexes on Zara (3.04×), Primark (2.54×), Children's clothing (2.45×), and Personal care (1.85×) compared to the Italy average.
How to read this data
Audience size is the estimated number of people in Italy who actively search for H&M. 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 Italy. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.