A data profile of the people who buy, follow and care about Vintage clothing in Italy — modelled from more than twelve digital signal sources. Vintage clothing has an estimated audience of 9,178,796 people in Italy.
The average Vintage clothing fan in Italy is 39.8 years old, more female, and lives primarily in Lombardy.
The audience is concentrated in Lombardy, Lazio, Campania.
Top brand affinities include Vintage, Vinted, Retro style, with strongest over-indexing on Vintage (1.88× the country average).
Demographically, the Vintage clothing audience skews more female with an average age of 39.8, and over-indexes on personality traits such as Community 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 clothing fan in Italy is more female, around 39.8 years old, with strong Community Orientation tendencies and a notable affinity for Vintage.
The key figures that characterise the Vintage clothing profile in Italy.
64.5% are female, 35.5% are male, average age 39.8.
| Metric | Value |
|---|---|
| Female | 64.5% |
| Male | 35.5% |
| Average age | 39.8 |
| Estimated audience size | 9,178,796 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 19% | |
| 20-29 | 19% | |
| 30-39 | 20% | |
| 40-49 | 21% | |
| 50+ | 22% |
of the worldwide Vintage clothing audience comes from Italy.
| Country | Share |
|---|---|
| United States | 20.3% |
| Japan | 12.4% |
| China | 11.1% |
Where the Vintage clothing audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Tuscany | ~1.5M | 2.10× | |
| 02 | Lazio | ~2M | 1.61× | |
| 03 | Campania | ~1.5M | 1.25× | |
| 04 | Veneto | ~900K | 1.21× | |
| 05 | Lombardy | ~2M | 1.20× | |
| 06 | Friuli-Venezia Giulia | ~200K | 1.04× | |
| 07 | Aosta Valley | ~20K | 1.01× | |
| 08 | Emilia-Romagna | ~800K | 1.00× | |
| 09 | Sicilia | ~800K | 0.99× | |
| 10 | Trentino-Alto Adige/Südtirol | ~200K | 0.99× | |
| 11 | Molise | ~40K | 0.99× | |
| 12 | Basilicata | ~80K | 0.96× | |
| 13 | Liguria | ~200K | 0.94× | |
| 14 | Umbria | ~100K | 0.94× | |
| 15 | Sardinia | ~200K | 0.91× | |
| 16 | Piedmont | ~600K | 0.90× | |
| 17 | Abruzzo | ~200K | 0.89× | |
| 18 | Calabria | ~200K | 0.88× | |
| 19 | Marche | ~200K | 0.88× | |
| 20 | Puglia | ~600K | 0.87× |
The strongest cross-interests of the Vintage clothing audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Tablecloth | Home & Garden | 2.04× | ||
| 02 | Vintage | Fashion & Accessoires | 1.88× | ||
| 03 | Vinted | Fashion & Accessoires | 1.85× | ||
| 04 | Suit (clothing) | Fashion & Accessoires | 1.74× | ||
| 05 | Charity shop | Fashion & Accessoires | 1.72× | ||
| 06 | Antique car | Cars & Mobility | 1.70× | ||
| 07 | Textile industry | Fashion & Accessoires | 1.69× | ||
| 08 | Pattern (sewing) | Home & Garden | 1.69× | ||
| 09 | Linens | Home & Garden | 1.68× | ||
| 10 | Sewing machine | Home & Garden | 1.62× | ||
| 11 | Boho-chic | Fashion & Accessoires | 1.61× | ||
| 12 | Curtain | Home & Garden | 1.60× | ||
| 13 | Retro style | Fashion & Accessoires | 1.59× | ||
| 14 | Milan Fashion Week | Fashion & Accessoires | 1.58× | ||
| 15 | Gown | Fashion & Accessoires | 1.57× | ||
| 16 | Bohemian style | Fashion & Accessoires | 1.56× | ||
| 17 | Linen | Fashion & Accessoires | 1.53× | ||
| 18 | Cashmere wool | Fashion & Accessoires | 1.53× | ||
| 19 | Ideal Home | Movies & TV | 1.52× | ||
| 20 | Porcelain | Home & Garden | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Community Orientation | OPEN | 1.27× | |
| Design Affinity | PREMIUM | 1.21× | |
| Creativity | OPEN | 1.10× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 0.74× | |
| Patriotism | CONSERVATISM | 0.90× | |
| Career Orientation | POWER | 0.92× |
Vintage clothing has an estimated audience of 9,178,796 people in Italy, concentrated in Lombardy and Lazio.
64.5% of Vintage clothing fans are female, 35.5% are male, with an average age of 39.8 years.
Vintage clothing fans show strongest brand affinity for Vintage (1.88×), Vinted (1.85×), and Retro style (1.59×) over the country average.
Vintage clothing fans in Italy are most concentrated in Lombardy (reach ~2M), Lazio (reach ~2M), and Campania (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond Vintage clothing itself, the audience over-indexes on Vinted (1.85×), Retro style (1.59×), Linens (1.68×), and Suit (clothing) (1.74×) 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 clothing. 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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