A data profile of the people who buy, follow and care about Riachuelo in Brazil — modelled from more than twelve digital signal sources. Riachuelo has an estimated audience of 11,911,239 people in Brazil.
The average Riachuelo fan in Brazil is 38.9 years old, more female, and lives primarily in São Paulo.
The audience is concentrated in São Paulo, Rio de Janeiro, Minas Gerais.
Top brand affinities include Harry Potter, Women's clothing, Parent, with strongest over-indexing on Harry Potter (1.58× the country average).
Demographically, the Riachuelo audience skews more female with an average age of 38.9, and over-indexes on personality traits such as Design Affinity, Healthy Lifestyle.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 27 regions tracked by Rascasse.
The typical Riachuelo fan in Brazil is more female, around 38.9 years old, with strong Design Affinity tendencies and a notable affinity for Harry Potter.
The key figures that characterise the Riachuelo profile in Brazil.
74.0% are female, 26.0% are male, average age 38.9.
| Metric | Value |
|---|---|
| Female | 74.0% |
| Male | 26.0% |
| Average age | 38.9 |
| Estimated audience size | 11,911,239 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 17% | |
| 20-29 | 23% | |
| 30-39 | 22% | |
| 40-49 | 19% | |
| 50+ | 18% |
of the worldwide Riachuelo audience comes from Brazil.
| Country | Share |
|---|---|
| Brazil | 96.3% |
| United States | 1.1% |
| Spain | 0.6% |
Where the Riachuelo audience in Brazil is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Rio Grande do Norte | ~400K | 2.01× | |
| 02 | Sergipe | ~200K | 1.64× | |
| 03 | Federal District | ~300K | 1.56× | |
| 04 | Alagoas | ~200K | 1.30× | |
| 05 | Pernambuco | ~700K | 1.25× | |
| 06 | Rio de Janeiro | ~1.5M | 1.18× | |
| 07 | Mato Grosso do Sul | ~200K | 1.16× | |
| 08 | São Paulo | ~3.5M | 1.12× | |
| 09 | Paraíba | ~300K | 1.06× | |
| 10 | Piauí | ~200K | 1.02× | |
| 11 | Amazonas | ~200K | 1.01× | |
| 12 | Espírito Santo | ~200K | 0.98× | |
| 13 | Minas Gerais | ~1M | 0.95× | |
| 14 | Ceará | ~500K | 0.93× | |
| 15 | Bahia | ~700K | 0.91× | |
| 16 | Goiás | ~400K | 0.91× | |
| 17 | Maranhão | ~300K | 0.90× | |
| 18 | Rio Grande do Sul | ~600K | 0.85× | |
| 19 | Paraná | ~600K | 0.84× | |
| 20 | Amapá | ~30K | 0.80× | |
| 21 | Santa Catarina | ~400K | 0.79× | |
| 22 | Roraima | ~30K | 0.79× | |
| 23 | Acre | ~30K | 0.72× | |
| 24 | Pará | ~300K | 0.66× | |
| 25 | Mato Grosso | ~100K | 0.61× | |
| 26 | Tocantins | ~50K | 0.60× | |
| 27 | Rondônia | ~50K | 0.51× |
The strongest cross-interests of the Riachuelo audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Novel | Literature | 1.90× | ||
| 02 | Blouse | Fashion & Accessoires | 1.89× | ||
| 03 | Sportingbet | Sports | 1.89× | ||
| 04 | mulheres | Movies & TV | 1.80× | ||
| 05 | Parent | Kids & Family | 1.75× | ||
| 06 | Jeans | Fashion & Accessoires | 1.73× | ||
| 07 | Sun | Travel & Leisure | 1.72× | ||
| 08 | Arezzo | Travel & Leisure | 1.67× | ||
| 09 | Women's clothing | Fashion & Accessoires | 1.66× | ||
| 10 | Paris Saint-Germain | Sports | 1.64× | ||
| 11 | Trousers | Fashion & Accessoires | 1.63× | ||
| 12 | Men's clothing | Fashion & Accessoires | 1.62× | ||
| 13 | Laughter | Movies & TV | 1.62× | ||
| 14 | Harry Potter | Movies & TV | 1.58× | ||
| 15 | Casas Bahia | Shopping | 1.57× | ||
| 16 | Therapy | Health | 1.56× | ||
| 17 | Jazz music | Music & Radio | 1.54× | ||
| 18 | Candy | Food & Beverages | 1.53× | ||
| 19 | Profession | Business & Career | 1.53× | ||
| 20 | Electronic music | Music & Radio | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 1.33× | |
| Healthy Lifestyle | BALANCE | 1.32× | |
| Quality Awareness | PREMIUM | 1.31× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Convenience Orientation | PREMIUM | 0.74× | |
| Risk Appetite | THRILL | 0.79× | |
| Patriotism | CONSERVATISM | 0.79× |
Riachuelo's target market in Brazil covers an estimated 11,911,239 people, concentrated in São Paulo and Rio de Janeiro.
74.0% of the Riachuelo audience are female, 26.0% are male, with an average age of 38.9 years.
Riachuelo fans show strongest brand affinity for Harry Potter (1.58×), Women's clothing (1.66×), and Parent (1.75×) over the country average.
Riachuelo fans in Brazil are most concentrated in São Paulo (reach ~3.5M), Rio de Janeiro (reach ~1.5M), and Minas Gerais (reach ~1M). These three regions account for the largest share of the active audience.
Beyond Riachuelo itself, the audience over-indexes on Women's clothing (1.66×), Parent (1.75×), Men's clothing (1.62×), and Paris Saint-Germain (1.64×) compared to the Brazil average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Brazil who actively search for Riachuelo. 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 Brazil. 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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