Rascasse Audience Intelligence

Oysho Target Market in Germany

Oysho has an estimated audience of 2.2M people in Germany.

#3among Lingerie in Germany
#369among brands in Germany
#166in Fashion & Accessoires

The average Oysho fan in Germany is 37.5 years old, more female, and lives primarily in Nordrhein-Westfalen.

By number of fans, Oysho ranks #3 among the 54 objects in Lingerie in Germany — 46.6× the group median.

Women make up 75.7% of the fan base, 2.4 percentage points more than the group average.

Compared with the other 53 objects in Lingerie, Oysho fans stand out for their interest in WE Fashion, Lala Berlin and Lindex.

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

Top affinities include WE Fashion, Gina Tricot, Lala Berlin, with strongest over-indexing on WE Fashion (21.45× the country average).

Demographically, the Oysho audience skews more female with an average age of 37.5, and over-indexes on personality traits such as Design Affinity, Sustainability.

The typical Oysho fan in Germany is more female, around 37.5 years old, with strong Design Affinity tendencies and a notable affinity for WE Fashion.

Category: Fashion & Accessoires · Type: Brand · Subtype: Lingerie

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
2.2M
in Germany
Gender
75.7%♀
24.3% male
Age
37.5
average years
Country rank
#2957
among all objects in Germany
Fig. 01

Search interest · 12-month trend

+43%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Oysho

75.7% are female, 24.3% are male, average age 37.5.

Fig. 02

Gender split

75.7%
Female
24.3%
Male
Demographic split for Oysho audience in Germany
MetricValue
Female75.7%
Male24.3%
Average age37.5
Estimated audience size2.2M
Fig. 03

Age distribution

Ø 37.5
average years
Age distribution of the Oysho audience in Germany
Age bracketShare%
16-2422%
25-3424%
35-4422%
45-5420%
55+13%
Fig. 04

Worldwide distribution

7.3%

of the worldwide Oysho audience comes from Germany.

Worldwide audience distribution share by country for Oysho
CountryShare
Spain19.3%
Turkey11.0%
Italy9.5%
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

Oysho customers by region in Germany
#RegionReachAffinity×
01Berlin~300K2.88×
02Hamburg~100K2.37×
03Hessen~200K1.37×
04Bayern~500K1.33×
05Baden-Württemberg~300K1.07×
06Nordrhein-Westfalen~500K1.02×
07Bremen~20K0.91×
08Rheinland-Pfalz~80K0.75×
09Schleswig-Holstein~60K0.75×
10Brandenburg~50K0.71×
11Niedersachsen~100K0.66×
12Sachsen~70K0.64×
13Saarland~20K0.60×
14Mecklenburg-Vorpommern~20K0.51×
15Thüringen~30K0.48×
16Sachsen-Anhalt~30K0.47×
Fig. 06

Affinity by region

Affinity by region — Oysho, Germany
0.47×1.00×2.88×
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 Oysho audience vs. the country average
#·InterestCategoryAffinity×
01WE FashionFashion & Accessoires21.45×
02Gina TricotFashion & Accessoires20.77×
03Lala BerlinFashion & Accessoires20.42×
04LindexFashion & Accessoires19.29×
05MARC CAINFashion & Accessoires18.67×
06Max MaraFashion & Accessoires14.58×
07Massimo DuttiShopping13.20×
08StradivariusShopping12.36×
09COSShopping11.35×
10BershkaShopping10.57×
11Calvin KleinFashion & Accessoires7.63×
12MangoShopping7.59×
13PantiesFashion & Accessoires7.39×
14IntimissimiFashion & Accessoires7.06×
15S.OliverFashion & Accessoires6.93×
16UndergarmentFashion & Accessoires6.84×
17Designer clothingFashion & Accessoires6.69×
18C&AShopping6.15×
19Tommy HilfigerFashion & Accessoires5.67×
20ZaraShopping5.47×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Oysho audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Oysho audience vs. the country average · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM2.56×
SustainabilityBALANCE2.13×
CreativityOPEN1.74×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Oysho audience vs. the country average · Rather not
TraitClusterDeviationScore
Need for SecurityCONSERVATISM0.45×
Risk AppetiteTHRILL0.46×
PatriotismCONSERVATISM0.46×
0×1.00× baseline2×
Appendix

Explore more audiences

See Oysho audiences in other countries

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in Germany with measurable interest in Oysho 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/oysho-20745” · Methodology