H&M Audience in Canada
H&M has an estimated audience of 5,473,098 people in Canada. 76.5% are female, 23.5% are male, average age 36.4. Top regions: Ontario, Quebec, British Columbia. Top brand affinities: Aritzia, Old Navy, Gap Inc., simons, Fast fashion.
The average H&M fan in Canada is 36.4 years old, more female, and lives primarily in Ontario. The audience is concentrated in Ontario, Quebec, British Columbia. Top brand affinities include Aritzia, Old Navy, Gap Inc., with strongest over-indexing on Aritzia (3.83× the country average). Demographically, the H&M audience skews more female with an average age of 36.4, and over-indexes on personality traits such as Patriotism, Individualism. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 10 regions tracked by Rascasse.
Category: Shopping · Type: Brand · Subtype: Fashion
Demographics of H&M fans
| Metric | Value |
|---|---|
| Female | 76.5% |
| Male | 23.5% |
| Average age | 36.4 |
| Estimated audience size | 5,473,098 |
Audience persona
The typical H&M fan in Canada is more female, around 36.4 years old, with strong Patriotism tendencies and a notable affinity for Aritzia.
Top regions in Canada
| Region | Reach | Affinity |
|---|---|---|
| Ontario | 3,633,850 | 1.58× |
| Quebec | 2,065,547 | 1.58× |
| British Columbia | 1,144,713 | 1.4× |
| Alberta | 668,029 | 0.99× |
| Manitoba | 185,060 | 0.9× |
| Nova Scotia | 133,476 | 0.82× |
| Saskatchewan | 115,511 | 0.67× |
| New Brunswick | 91,963 | 0.73× |
| Newfoundland and Labrador | 54,033 | 0.65× |
| Prince Edward Island | 19,114 | 0.71× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Aritzia | 3.83× | Fashion & Accessoires |
| Old Navy | 3.36× | Fashion & Accessoires |
| Gap Inc. | 3.64× | Shopping |
| simons | 3.17× | Shopping |
| Fast fashion | 6.21× | Fashion & Accessoires |
| Reitmans | 3.07× | Fashion & Accessoires |
| Infant bodysuit | 4.79× | Kids & Family |
| Diaper bag | 4.05× | Kids & Family |
| Sephora | 2.06× | Shopping |
| IKEA | 1.98× | Home & Garden |
| ALDO Shoes | 4.34× | Fashion & Accessoires |
| Joe Fresh | 3.18× | Fashion & Accessoires |
| HomeSense | 2.21× | Home & Garden |
| Boutiques | 1.74× | Fashion & Accessoires |
| Zara | 2.81× | Shopping |
| Shoppers Drug Mart | 1.71× | Shopping |
| Montreal | 1.54× | Travel & Leisure |
| Children's clothing | 2.6× | Fashion & Accessoires |
| Call It Spring | 4.93× | Fashion & Accessoires |
| RW&CO. | 4.23× | Fashion & Accessoires |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Patriotism | CONSERVATISM | 2.24 |
| Individualism | JOY | 1.38 |
| Spirituality | BALANCE | 1.24 |
| Travelling | THRILL | 1.16 |
| Need for Security | CONSERVATISM | 0.94 |
| Convenience Orientation | PREMIUM | 0.91 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 11.4% |
| Germany | 7.4% |
| Japan | 7.3% |
See H&M audiences in other countries
More Fashion audiences in Canada
- Amazon.com (3,831,122)
- Gap Inc. (3,542,234)
- AliExpress (3,379,899)
- Zara (2,702,734)
- Urban Outfitters (2,353,973)
Frequently asked questions
How many fans does H&M have in Canada?
H&M has an estimated audience of 5,473,098 people in Canada, concentrated in Ontario and Quebec.
What is the gender split and age of H&M fans?
76.5% of H&M fans are female, 23.5% are male, with an average age of 36.4 years.
Which brands do H&M fans like most?
H&M fans show strongest brand affinity for Aritzia (3.83×), Old Navy (3.36×), and Gap Inc. (3.64×) over the country average.
Where do H&M fans live in Canada?
H&M fans in Canada are most concentrated in Ontario (reach 3,633,850), Quebec (reach 2,065,547), and British Columbia (reach 1,144,713). These three regions account for the largest share of the active audience.
What other brands do H&M fans also like?
Beyond H&M itself, the audience over-indexes on Old Navy (3.36×), Gap Inc. (3.64×), simons (3.17×), and Fast fashion (6.21×) compared to the Canada average.
How to read this data
Audience size is the estimated number of people in Canada who actively search for H&M. 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.
About this audience profile
This audience profile is generated by Rascasse from anonymized search-behavior signals across Canada. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.