A data profile of the people who buy, follow and care about Luxury in Italy — modelled from more than twelve digital signal sources. Luxury has an estimated audience of 4,668,230 people in Italy.
The average Luxury fan in Italy is 37.4 years old, more female, and lives primarily in Lombardy.
The audience is concentrated in Lombardy, Emilia-Romagna, Campania.
Top brand affinities include Luxury Travel, The Bold and the Beautiful, Leather, with strongest over-indexing on Luxury Travel (9.97× the country average).
Demographically, the Luxury audience skews more female with an average age of 37.4, 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 20 regions tracked by Rascasse.
The typical Luxury fan in Italy is more female, around 37.4 years old, with strong Luxury Orientation tendencies and a notable affinity for Luxury Travel.
The key figures that characterise the Luxury profile in Italy.
58.2% are female, 41.8% are male, average age 37.4.
| Metric | Value |
|---|---|
| Female | 58.2% |
| Male | 41.8% |
| Average age | 37.4 |
| Estimated audience size | 4,668,230 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 22% | |
| 20-29 | 23% | |
| 30-39 | 20% | |
| 40-49 | 19% | |
| 50+ | 16% |
of the worldwide Luxury audience comes from Italy.
| Country | Share |
|---|---|
| Japan | 12.7% |
| United States | 11.7% |
| China | 10.6% |
Where the Luxury audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Emilia-Romagna | ~700K | 1.81× | |
| 02 | Sicilia | ~600K | 1.37× | |
| 03 | Campania | ~700K | 1.30× | |
| 04 | Puglia | ~400K | 1.28× | |
| 05 | Lombardy | ~1M | 1.23× | |
| 06 | Calabria | ~200K | 1.21× | |
| 07 | Lazio | ~700K | 1.17× | |
| 08 | Veneto | ~400K | 1.02× | |
| 09 | Tuscany | ~300K | 1.02× | |
| 10 | Piedmont | ~300K | 0.97× | |
| 11 | Marche | ~100K | 0.95× | |
| 12 | Abruzzo | ~100K | 0.93× | |
| 13 | Aosta Valley | ~10K | 0.93× | |
| 14 | Molise | ~20K | 0.91× | |
| 15 | Friuli-Venezia Giulia | ~80K | 0.90× | |
| 16 | Basilicata | ~40K | 0.90× | |
| 17 | Umbria | ~70K | 0.88× | |
| 18 | Sardinia | ~100K | 0.87× | |
| 19 | Liguria | ~100K | 0.87× | |
| 20 | Trentino-Alto Adige/Südtirol | ~70K | 0.82× |
The strongest cross-interests of the Luxury audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Luxury Travel | Travel & Leisure | 9.97× | ||
| 02 | Ralph Lauren | Fashion & Accessoires | 4.83× | ||
| 03 | The Bold and the Beautiful | Movies & TV | 4.50× | ||
| 04 | Dune | Movies & TV | 4.43× | ||
| 05 | ELISABETTA FRANCHI | Fashion & Accessoires | 3.58× | ||
| 06 | Leather | Fashion & Accessoires | 3.35× | ||
| 07 | Pandora | Fashion & Accessoires | 3.24× | ||
| 08 | Simple living | Politics & Society | 3.14× | ||
| 09 | Luxury yacht | Travel & Leisure | 3.00× | ||
| 10 | Luxury Lifestyle | Shopping | 2.91× | ||
| 11 | Haute couture | Fashion & Accessoires | 2.89× | ||
| 12 | Fendi | Fashion & Accessoires | 2.69× | ||
| 13 | Business class | Travel & Leisure | 2.56× | ||
| 14 | Summer vacation | Travel & Leisure | 2.34× | ||
| 15 | Deal of the day | Shopping | 2.29× | ||
| 16 | TEZENIS | Fashion & Accessoires | 2.23× | ||
| 17 | Uomini e Donne | Movies & TV | 2.01× | ||
| 18 | Bracelet | Fashion & Accessoires | 2.01× | ||
| 19 | TikTok | Internet & Social Media | 1.58× | ||
| 20 | Hair products | Beauty & Wellness | 1.57× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Luxury Orientation | PREMIUM | 2.63× | |
| Design Affinity | PREMIUM | 1.89× | |
| Quality Awareness | PREMIUM | 1.74× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.40× | |
| Tradition | CONSERVATISM | 0.62× | |
| Need for Security | CONSERVATISM | 0.68× |
Luxury has an estimated audience of 4,668,230 people in Italy, concentrated in Lombardy and Emilia-Romagna.
58.2% of Luxury fans are female, 41.8% are male, with an average age of 37.4 years.
Luxury fans show strongest brand affinity for Luxury Travel (9.97×), The Bold and the Beautiful (4.5×), and Leather (3.35×) over the country average.
Luxury fans in Italy are most concentrated in Lombardy (reach ~1M), Emilia-Romagna (reach ~700K), and Campania (reach ~700K). These three regions account for the largest share of the active audience.
Beyond Luxury itself, the audience over-indexes on The Bold and the Beautiful (4.5×), Leather (3.35×), Haute couture (2.89×), and Ralph Lauren (4.83×) compared to the Italy average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Italy who actively search for Luxury. 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 Italy. 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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