45–54: largest cohort on ariat.com
Other age groups
The actual DTC customer is 45–54. Ariat's recent marketing partnerships (Yellowstone, Brock Purdy, Stagecoach) target a younger, more mainstream audience. The gap between who the brand markets to and who is actually buying is the insight. Audience 53.3% female.
Source: Similarweb audience demographics, ariat.com, mid-2025. Share values are Similarweb estimates; relative ranking confirmed. The 45–54 cohort is the largest single age group on the site.