A data profile of the people who buy, follow and care about Vintage in Italy — modelled from more than twelve digital signal sources. Vintage has an estimated audience of 4,815,664 people in Italy.
The average Vintage fan in Italy is 41.8 years old, more female, and lives primarily in Lombardy.
The audience is concentrated in Lombardy, Lazio, Tuscany.
Top brand affinities include Flea market, Deal of the day, Bohemian style, with strongest over-indexing on Flea market (5.52× the country average).
Demographically, the Vintage audience skews more female with an average age of 41.8, and over-indexes on personality traits such as Career 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 Vintage fan in Italy is more female, around 41.8 years old, with strong Career Orientation tendencies and a notable affinity for Flea market.
The key figures that characterise the Vintage profile in Italy.
63.6% are female, 36.4% are male, average age 41.8.
| Metric | Value |
|---|---|
| Female | 63.6% |
| Male | 36.4% |
| Average age | 41.8 |
| Estimated audience size | 4,815,664 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 12% | |
| 20-29 | 20% | |
| 30-39 | 21% | |
| 40-49 | 22% | |
| 50+ | 25% |
of the worldwide Vintage audience comes from Italy.
| Country | Share |
|---|---|
| United States | 20.3% |
| Japan | 14.6% |
| China | 9.6% |
Where the Vintage audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Tuscany | ~600K | 1.92× | |
| 02 | Lazio | ~900K | 1.49× | |
| 03 | Veneto | ~500K | 1.33× | |
| 04 | Lombardy | ~1M | 1.30× | |
| 05 | Emilia-Romagna | ~500K | 1.26× | |
| 06 | Liguria | ~200K | 1.13× | |
| 07 | Piedmont | ~400K | 1.11× | |
| 08 | Campania | ~600K | 1.09× | |
| 09 | Trentino-Alto Adige/Südtirol | ~100K | 1.07× | |
| 10 | Sicilia | ~400K | 0.97× | |
| 11 | Puglia | ~300K | 0.96× | |
| 12 | Umbria | ~70K | 0.89× | |
| 13 | Friuli-Venezia Giulia | ~80K | 0.86× | |
| 14 | Sardinia | ~100K | 0.84× | |
| 15 | Marche | ~100K | 0.80× | |
| 16 | Aosta Valley | ~9K | 0.72× | |
| 17 | Calabria | ~100K | 0.71× | |
| 18 | Abruzzo | ~80K | 0.71× | |
| 19 | Basilicata | ~30K | 0.68× | |
| 20 | Molise | ~10K | 0.65× |
The strongest cross-interests of the Vintage audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Private banking | Business & Career | 9.26× | ||
| 02 | Flea market | Home & Garden | 5.52× | ||
| 03 | Bohemian style | Fashion & Accessoires | 3.87× | ||
| 04 | Bodrum | Travel & Leisure | 3.86× | ||
| 05 | Pandora | Fashion & Accessoires | 3.68× | ||
| 06 | Draught beer | Food & Beverages | 3.50× | ||
| 07 | Retro style | Fashion & Accessoires | 2.98× | ||
| 08 | Deal of the day | Shopping | 2.58× | ||
| 09 | Flower bouquet | Home & Garden | 2.49× | ||
| 10 | Watercolor painting | Arts & Culture | 2.45× | ||
| 11 | Uniqlo | Shopping | 2.35× | ||
| 12 | Zara | Shopping | 2.33× | ||
| 13 | Abstract art | Arts & Culture | 2.28× | ||
| 14 | Luxury real estate | Business & Career | 2.14× | ||
| 15 | Art exhibition | Arts & Culture | 2.02× | ||
| 16 | Vintage clothing | Fashion & Accessoires | 1.88× | ||
| 17 | Modern art | Arts & Culture | 1.66× | ||
| 18 | Superman | Movies & TV | 1.58× | ||
| 19 | TikTok | Internet & Social Media | 1.56× | ||
| 20 | Volunteering | Politics & Society | 1.55× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Career Orientation | POWER | 2.37× | |
| Design Affinity | PREMIUM | 1.62× | |
| Mindfulness | BALANCE | 1.56× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.66× | |
| Spirituality | BALANCE | 0.77× | |
| Price Sensitivity | PREMIUM | 0.79× |
Vintage has an estimated audience of 4,815,664 people in Italy, concentrated in Lombardy and Lazio.
63.6% of Vintage fans are female, 36.4% are male, with an average age of 41.8 years.
Vintage fans show strongest brand affinity for Flea market (5.52×), Deal of the day (2.58×), and Bohemian style (3.87×) over the country average.
Vintage fans in Italy are most concentrated in Lombardy (reach ~1M), Lazio (reach ~900K), and Tuscany (reach ~600K). These three regions account for the largest share of the active audience.
Beyond Vintage itself, the audience over-indexes on Deal of the day (2.58×), Bohemian style (3.87×), Retro style (2.98×), and Pandora (3.68×) 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 Vintage. 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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