Rascasse Audience Intelligence

Tumi Target Market in United States

A data profile of the people who buy, follow and care about Tumi in United States — modelled from more than twelve digital signal sources. Tumi has an estimated audience of 2,225,629 people in United States.

#4among Bags and accessories in United States#1324among Brand in United States#595in Fashion & Accessoires

The average Tumi fan in United States is 40.2 years old, more female, and lives primarily in California.

The audience is concentrated in California, New York, Texas.

Top brand affinities include TMC (TV channel), FlightAware, Amber Valletta, with strongest over-indexing on TMC (TV channel) (84.24× the country average).

Demographically, the Tumi audience skews more female with an average age of 40.2, and over-indexes on personality traits such as Design Affinity, Quality Awareness.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

The typical Tumi fan in United States is more female, around 40.2 years old, with strong Design Affinity tendencies and a notable affinity for TMC (TV channel).

Category: Fashion & Accessoires · Type: Brand · Subtype: Bags and accessories

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Tumi profile in United States.

Audience size
2.2M
in United States
Gender
61.9%♀
38.1% male
Age
40.2
average years
Country rank
#13071
Brand in United States
Fig. 01

Search interest · 12-month trend

+3%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Tumi

61.9% are female, 38.1% are male, average age 40.2.

Fig. 02

Gender split

61.9%
Female
38.1%
Male
Demographic split for Tumi audience in United States
MetricValue
Female61.9%
Male38.1%
Average age40.2
Estimated audience size2,225,629
Fig. 03

Age distribution

Ø 40.2
average years
Age distribution of the Tumi audience in United States
Age bracketShare%
16-1916%
20-2920%
30-3920%
40-4922%
50+21%
Fig. 04

Worldwide distribution

24.9%

of the worldwide Tumi audience comes from United States.

Worldwide audience distribution share by country for Tumi
CountryShare
United States24.9%
Japan12.4%
China12.3%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Tumi audience in United States is strongest.

Fig. 05

Top regions by affinity

Tumi customers by region in United States
#RegionReachAffinity×
01Hawaii~10K2.44×
02Washington, District of Columbia~9K2.29×
03New York~200K2.07×
04New Jersey~70K1.97×
05Nevada~20K1.85×
06Florida~200K1.67×
07California~200K1.61×
08Massachusetts~40K1.57×
09Illinois~70K1.51×
10Georgia~60K1.45×
11Arizona~40K1.38×
12Texas~200K1.33×
13Maryland~30K1.28×
14Virginia~40K1.26×
15Connecticut~20K1.23×
16Washington~30K1.19×
17Colorado~20K1.16×
18Minnesota~20K1.06×
19Pennsylvania~50K1.01×
20North Carolina~40K1.00×
21Delaware~3K0.94×
22New Hampshire~5K0.91×
23Michigan~30K0.90×
24Alaska~2K0.85×
25Oregon~10K0.83×
26Utah~10K0.82×
27Ohio~30K0.80×
28Indiana~20K0.80×
29Tennessee~20K0.79×
30Rhode Island~3K0.79×
31Vermont~2K0.79×
32South Carolina~20K0.76×
33Kansas~8K0.71×
34Maine~3K0.70×
35Missouri~10K0.69×
36Alabama~10K0.69×
37Kentucky~10K0.66×
38Louisiana~10K0.63×
39Arkansas~7K0.61×
40Nebraska~4K0.60×
41Montana~2K0.60×
42Wisconsin~10K0.59×
43New Mexico~4K0.59×
44North Dakota~2K0.59×
45Oklahoma~9K0.58×
46Idaho~4K0.56×
47West Virginia~3K0.54×
48South Dakota~2K0.54×
49Iowa~6K0.53×
50Mississippi~6K0.53×
Fig. 06

Affinity by region

Affinity by region — Tumi, United States
0.53×1.00×2.44×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Tumi audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Tumi audience
#·InterestCategoryAffinity×
01TMC (TV channel)Movies & TV84.24×
02Yann TiersenMusic & Radio84.23×
03Amber VallettaFashion & Accessoires80.51×
04LibreOfficeTechnology & Electronics53.22×
05Bandar SunwayTravel & Leisure34.77×
06RimowaFashion & Accessoires31.80×
07Rocky MarcianoSports25.52×
08Abt ElectronicsShopping25.25×
09SamsoniteFashion & Accessoires21.49×
10FlightAwareTravel & Leisure21.40×
11Alexis BledelMovies & TV14.19×
12Key FoodShopping12.16×
13Paperless PostShopping11.42×
14The LoftMovies & TV10.17×
15Citi TrendsShopping8.76×
16Edible ArrangementsFood & Beverages7.60×
17Oscar IsaacMovies & TV7.43×
18Bottega VenetaFashion & Accessoires5.95×
19The UPS StoreShopping4.47×
20CoachFashion & Accessoires3.86×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Tumi audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Tumi audience · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM1.76×
Quality AwarenessPREMIUM1.58×
Luxury OrientationPREMIUM1.42×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Tumi audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.79×
Community OrientationOPEN0.90×
Social Media UsageJOY0.90×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Tumi's target market in United States?

Tumi's target market in United States covers an estimated 2,225,629 people, concentrated in California and New York.

02

What is the gender split and age of Tumi customers?

61.9% of the Tumi audience are female, 38.1% are male, with an average age of 40.2 years.

03

Which brands do Tumi fans like most?

Tumi fans show strongest brand affinity for TMC (TV channel) (84.24×), FlightAware (21.4×), and Amber Valletta (80.51×) over the country average.

04

Where do Tumi fans live in United States?

Tumi fans in United States are most concentrated in California (reach ~200K), New York (reach ~200K), and Texas (reach ~200K). These three regions account for the largest share of the active audience.

05

What other brands do Tumi fans also like?

Beyond Tumi itself, the audience over-indexes on FlightAware (21.4×), Amber Valletta (80.51×), Rimowa (31.8×), and LibreOffice (53.22×) compared to the United States average.

Appendix

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How to read this data

Audience size is the estimated number of people in United States who actively search for Tumi. 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 United States. 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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