A data profile of the people who buy, follow and care about Zalando in Belgium — modelled from more than twelve digital signal sources. Zalando has an estimated audience of 2,185,087 people in Belgium.
The average Zalando fan in Belgium is 41.0 years old, more female, and lives primarily in Hainaut.
The audience is concentrated in Hainaut, East Flanders, Antwerp.
Top brand affinities include Month, Bonprix, Libelle (magazine), with strongest over-indexing on Month (1.52× the country average).
Demographically, the Zalando audience skews more female with an average age of 41.0, and over-indexes on personality traits such as Pet Ownership, Patriotism.
Compared to the country baseline, this audience shows distinctive patterns across 5 brand affinities and 11 regions tracked by Rascasse.
The typical Zalando fan in Belgium is more female, around 41.0 years old, with strong Pet Ownership tendencies and a notable affinity for Month.
The key figures that characterise the Zalando profile in Belgium.
67.5% are female, 32.5% are male, average age 41.0.
| Metric | Value |
|---|---|
| Female | 67.5% |
| Male | 32.5% |
| Average age | 41.0 |
| Estimated audience size | 2,185,087 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 15% | |
| 20-29 | 21% | |
| 30-39 | 18% | |
| 40-49 | 20% | |
| 50+ | 26% |
Where the Zalando audience in Belgium is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Hainaut | ~300K | 1.23× | |
| 02 | Province of Namur | ~100K | 1.13× | |
| 03 | Liege | ~200K | 1.12× | |
| 04 | Limburg | ~100K | 1.03× | |
| 05 | West Flanders | ~200K | 1.02× | |
| 06 | Luxembourg | ~60K | 1.00× | |
| 07 | East Flanders | ~200K | 0.99× | |
| 08 | Flemish Brabant | ~200K | 0.94× | |
| 09 | Antwerp | ~200K | 0.92× | |
| 10 | Walloon Brabant | ~50K | 0.85× | |
| 11 | Brussels | ~100K | 0.78× |
The strongest cross-interests of the Zalando audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Bonprix | Shopping | 1.63× | ||
| 02 | Libelle (magazine) | Travel & Leisure | 1.57× | ||
| 03 | Libelle.be | Kids & Family | 1.56× | ||
| 04 | Eva Padberg | Fashion & Accessoires | 1.53× | ||
| 05 | Month | Kids & Family | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Pet Ownership | JOY | 0.80× | |
| Patriotism | CONSERVATISM | 0.75× | |
| Travelling | THRILL | 0.73× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 0.48× | |
| Design Affinity | PREMIUM | 0.54× | |
| Social Media Usage | JOY | 0.59× |
Zalando's target market in Belgium covers an estimated 2,185,087 people, concentrated in Hainaut and East Flanders.
67.5% of the Zalando audience are female, 32.5% are male, with an average age of 41.0 years.
Zalando fans show strongest brand affinity for Month (1.52×), Bonprix (1.63×), and Libelle (magazine) (1.57×) over the country average.
Zalando fans in Belgium are most concentrated in Hainaut (reach ~300K), East Flanders (reach ~200K), and Antwerp (reach ~200K). These three regions account for the largest share of the active audience.
Beyond Zalando itself, the audience over-indexes on Bonprix (1.63×), Libelle (magazine) (1.57×), Libelle.be (1.56×), and Eva Padberg (1.53×) compared to the Belgium average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Belgium who actively search for Zalando. 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 Belgium. 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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