Rascasse Audience Intelligence

S.Oliver Target Market in Germany

S.Oliver has an estimated audience of 3.7M people in Germany.

#3among Mainstream fashion in Germany
#191among brands in Germany
#82in Fashion & Accessoires

The average S.Oliver fan in Germany is 39.3 years old, more female, and lives primarily in Nordrhein-Westfalen.

By number of fans, S.Oliver ranks #3 among the 54 objects in Mainstream fashion in Germany — 10.9× the group median.

Its fans are 3.7 years older than the group average of 35.6.

Women make up 76.2% of the fan base, 10.9 percentage points more than the group average.

Compared with the other 53 objects in Mainstream fashion, S.Oliver fans stand out for their interest in COS, Bonprix and Birkenstock.

Most fans live in Nordrhein-Westfalen, Bayern, Baden-Württemberg.

Top affinities include WE Fashion, Street One, Tom Tailor, with strongest over-indexing on WE Fashion (13.7× the country average).

Demographically, the S.Oliver audience skews more female with an average age of 39.3, and over-indexes on personality traits such as Creativity, Design Affinity.

The typical S.Oliver fan in Germany is more female, around 39.3 years old, with strong Creativity tendencies and a notable affinity for WE Fashion.

Category: Fashion & Accessoires · Type: Brand · Subtype: Mainstream fashion

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
3.7M
in Germany
Gender
76.2%♀
23.8% male
Age
39.3
average years
Country rank
#1599
among all objects in Germany
Fig. 01

Search interest · 12-month trend

-3%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of S.Oliver

76.2% are female, 23.8% are male, average age 39.3.

Fig. 02

Gender split

76.2%
Female
23.8%
Male
Demographic split for S.Oliver audience in Germany
MetricValue
Female76.2%
Male23.8%
Average age39.3
Estimated audience size3.7M
Fig. 03

Age distribution

Ø 39.3
average years
Age distribution of the S.Oliver audience in Germany
Age bracketShare%
16-2418%
25-3420%
35-4423%
45-5423%
55+15%
Fig. 04

Worldwide distribution

60.3%

of the worldwide S.Oliver audience comes from Germany.

Worldwide audience distribution share by country for S.Oliver
CountryShare
Germany60.3%
Austria6.0%
Croatia3.3%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the Germany average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Fig. 05

Top regions by affinity

S.Oliver customers by region in Germany
#RegionReachAffinity×
01Bayern~900K1.60×
02Rheinland-Pfalz~300K1.47×
03Baden-Württemberg~600K1.31×
04Niedersachsen~400K1.27×
05Saarland~60K1.27×
06Nordrhein-Westfalen~900K1.20×
07Thüringen~100K1.13×
08Hessen~300K0.99×
09Schleswig-Holstein~100K0.94×
10Sachsen-Anhalt~80K0.86×
11Sachsen~100K0.78×
12Brandenburg~80K0.75×
13Mecklenburg-Vorpommern~50K0.69×
14Hamburg~50K0.66×
15Bremen~20K0.65×
16Berlin~70K0.45×
Fig. 06

Affinity by region

Affinity by region — S.Oliver, Germany
0.45×1.00×1.60×
Section 04
Brands and objects ranked by affinity with this audience. Values above 1.0× mean over-representation compared with the country average.

Audience interests & affinities

Fig. 07

Top cross-interests, ranked by affinity

Affinities of the S.Oliver audience vs. the country average
#·InterestCategoryAffinity×
01WE FashionFashion & Accessoires13.70×
02Street OneFashion & Accessoires7.66×
03Tom TailorFashion & Accessoires7.38×
04Gina TricotFashion & Accessoires6.54×
05C&AShopping5.77×
06Max MaraFashion & Accessoires5.69×
07COSShopping5.64×
08OyshoFashion & Accessoires5.08×
09BershkaShopping3.93×
10MangoShopping3.78×
11BonprixShopping3.69×
12BirkenstockFashion & Accessoires3.45×
13Ernsting's familyShopping3.18×
14TchiboShopping2.87×
15FielmannHealth2.80×
16About YouShopping2.63×
17DeichmannShopping2.42×
18BoutiquesFashion & Accessoires2.12×
19H&MShopping2.11×
20IKEAHome & Garden1.81×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the S.Oliver audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the S.Oliver audience vs. the country average · What stands out
TraitClusterDeviationScore
CreativityOPEN1.47×
Design AffinityPREMIUM1.43×
Price SensitivityPREMIUM1.32×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the S.Oliver audience vs. the country average · Rather not
TraitClusterDeviationScore
Need for SecurityCONSERVATISM0.72×
PatriotismCONSERVATISM0.73×
Risk AppetiteTHRILL0.76×
0×1.00× baseline2×
Appendix

Explore more audiences

More Mainstream fashion audiences in Germany

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in Germany with measurable interest in S.Oliver over the last 12 months. Modelled, not counted; people interested in several brands count for each of them.
Data basis
Anonymised behavioural signals: search demand, social media signals, sponsorship and event data. Not a survey.
Period
07/2025 – 06/2026 · updated quarterly · data status Q2/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q2/2026, rascasse.com/explore/de/soliver-1934” · Methodology