A data profile of the people who buy, follow and care about Luxury goods in Italy — modelled from more than twelve digital signal sources. Luxury goods has an estimated audience of 25,953,732 people in Italy.
The average Luxury goods fan in Italy is 42.7 years old, more female, and lives primarily in Lombardy.
The audience is concentrated in Lombardy, Campania, Lazio.
Top brand affinities include Solidarity, OVS, S.S. Lazio, with strongest over-indexing on Solidarity (1.61× the country average).
Demographically, the Luxury goods audience skews more female with an average age of 42.7, and over-indexes on personality traits such as Risk Appetite, Mindfulness.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical Luxury goods fan in Italy is more female, around 42.7 years old, with strong Risk Appetite tendencies and a notable affinity for Solidarity.
The key figures that characterise the Luxury goods profile in Italy.
57.1% are female, 42.9% are male, average age 42.7.
| Metric | Value |
|---|---|
| Female | 57.1% |
| Male | 42.9% |
| Average age | 42.7 |
| Estimated audience size | 25,953,732 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 12% | |
| 20-29 | 16% | |
| 30-39 | 21% | |
| 40-49 | 23% | |
| 50+ | 28% |
of the worldwide Luxury goods audience comes from Italy.
| Country | Share |
|---|---|
| United States | 16.5% |
| Japan | 6.0% |
| Italy | 4.8% |
Where the Luxury goods audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Friuli-Venezia Giulia | ~500K | 1.09× | |
| 02 | Umbria | ~500K | 1.08× | |
| 03 | Abruzzo | ~600K | 1.04× | |
| 04 | Campania | ~3M | 1.03× | |
| 05 | Liguria | ~800K | 1.03× | |
| 06 | Marche | ~700K | 1.03× | |
| 07 | Trentino-Alto Adige/Südtirol | ~500K | 1.02× | |
| 08 | Basilicata | ~200K | 1.02× | |
| 09 | Sardinia | ~700K | 1.01× | |
| 10 | Molise | ~100K | 1.01× | |
| 11 | Tuscany | ~1.5M | 1.00× | |
| 12 | Calabria | ~800K | 0.99× | |
| 13 | Puglia | ~1.5M | 0.97× | |
| 14 | Sicilia | ~2M | 0.96× | |
| 15 | Piedmont | ~2M | 0.95× | |
| 16 | Emilia-Romagna | ~2M | 0.94× | |
| 17 | Veneto | ~2M | 0.94× | |
| 18 | Lazio | ~3M | 0.91× | |
| 19 | Lombardy | ~4M | 0.87× | |
| 20 | Aosta Valley | 0.00× |
The strongest cross-interests of the Luxury goods audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Bild | News | 2.13× | ||
| 02 | Italian hip hop | Music & Radio | 1.84× | ||
| 03 | Pretty Nails | Beauty & Wellness | 1.70× | ||
| 04 | alVolante | News | 1.69× | ||
| 05 | Makeup Lessons | Beauty & Wellness | 1.66× | ||
| 06 | Shellac | Beauty & Wellness | 1.65× | ||
| 07 | Solidarity | Politics & Society | 1.61× | ||
| 08 | Novak Djokovic | Sports | 1.61× | ||
| 09 | S.S. Lazio | Sports | 1.59× | ||
| 10 | Ligue 1 | Sports | 1.57× | ||
| 11 | Sofascore | Sports | 1.57× | ||
| 12 | Kawasaki | Cars & Mobility | 1.57× | ||
| 13 | OVS | Fashion & Accessoires | 1.56× | ||
| 14 | Wig | Beauty & Wellness | 1.56× | ||
| 15 | Yamamay | Fashion & Accessoires | 1.56× | ||
| 16 | Social change | Politics & Society | 1.55× | ||
| 17 | Auchan | Shopping | 1.55× | ||
| 18 | Torino F.C. | Sports | 1.55× | ||
| 19 | Motivi | Fashion & Accessoires | 1.55× | ||
| 20 | Manicure & Pedicure | Beauty & Wellness | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 1.20× | |
| Mindfulness | BALANCE | 1.12× | |
| Design Affinity | PREMIUM | 1.09× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Indulgence | JOY | 0.88× | |
| Urban Lifestyle | OPEN | 0.90× | |
| Social Media Usage | JOY | 0.90× |
Luxury goods has an estimated audience of 25,953,732 people in Italy, concentrated in Lombardy and Campania.
57.1% of Luxury goods fans are female, 42.9% are male, with an average age of 42.7 years.
Luxury goods fans show strongest brand affinity for Solidarity (1.61×), OVS (1.56×), and S.S. Lazio (1.59×) over the country average.
Luxury goods fans in Italy are most concentrated in Lombardy (reach ~4M), Campania (reach ~3M), and Lazio (reach ~3M). These three regions account for the largest share of the active audience.
Beyond Luxury goods itself, the audience over-indexes on OVS (1.56×), S.S. Lazio (1.59×), Novak Djokovic (1.61×), and Social change (1.55×) 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 goods. 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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