A data profile of the people who buy, follow and care about H&M in Canada — modelled from more than twelve digital signal sources. H&M has an estimated audience of 5,461,034 people in Canada.
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.
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.
The key figures that characterise the H&M profile in Canada.
76.5% are female, 23.5% are male, average age 36.4.
| Metric | Value |
|---|---|
| Female | 76.5% |
| Male | 23.5% |
| Average age | 36.4 |
| Estimated audience size | 5,461,034 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 23% | |
| 20-29 | 25% | |
| 30-39 | 21% | |
| 40-49 | 18% | |
| 50+ | 13% |
of the worldwide H&M audience comes from Canada.
| Country | Share |
|---|---|
| United States | 11.3% |
| Germany | 7.4% |
| Japan | 7.4% |
Where the H&M audience in Canada is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Ontario | ~3.5M | 1.58× | |
| 02 | Quebec | ~2M | 1.58× | |
| 03 | British Columbia | ~1M | 1.40× | |
| 04 | Alberta | ~700K | 0.99× | |
| 05 | Manitoba | ~200K | 0.90× | |
| 06 | Nova Scotia | ~100K | 0.82× | |
| 07 | New Brunswick | ~90K | 0.73× | |
| 08 | Prince Edward Island | ~20K | 0.71× | |
| 09 | Saskatchewan | ~100K | 0.67× | |
| 10 | Newfoundland and Labrador | ~50K | 0.65× |
The strongest cross-interests of the H&M audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Fast fashion | Fashion & Accessoires | 6.21× | ||
| 02 | Call It Spring | Fashion & Accessoires | 4.93× | ||
| 03 | Infant bodysuit | Kids & Family | 4.79× | ||
| 04 | ALDO Shoes | Fashion & Accessoires | 4.34× | ||
| 05 | Carter's | Fashion & Accessoires | 4.15× | ||
| 06 | Diaper bag | Kids & Family | 4.05× | ||
| 07 | Aritzia | Fashion & Accessoires | 3.83× | ||
| 08 | Gap Inc. | Shopping | 3.64× | ||
| 09 | Old Navy | Fashion & Accessoires | 3.36× | ||
| 10 | Joe Fresh | Fashion & Accessoires | 3.18× | ||
| 11 | simons | Shopping | 3.17× | ||
| 12 | Reitmans | Fashion & Accessoires | 3.07× | ||
| 13 | Zara | Shopping | 2.81× | ||
| 14 | Children's clothing | Fashion & Accessoires | 2.60× | ||
| 15 | HomeSense | Home & Garden | 2.21× | ||
| 16 | Sephora | Shopping | 2.06× | ||
| 17 | IKEA | Home & Garden | 1.98× | ||
| 18 | Boutiques | Fashion & Accessoires | 1.74× | ||
| 19 | Shoppers Drug Mart | Shopping | 1.71× | ||
| 20 | Montreal | Travel & Leisure | 1.54× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 2.24× | |
| Individualism | JOY | 1.38× | |
| Spirituality | BALANCE | 1.24× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Urban Lifestyle | OPEN | 0.31× | |
| Sports Activity | POWER | 0.32× | |
| Early Adopter Mentality | POWER | 0.47× |
H&M's target market in Canada covers an estimated 5,461,034 people, concentrated in Ontario and Quebec.
76.5% of the H&M audience are female, 23.5% are male, with an average age of 36.4 years.
H&M fans show strongest brand affinity for Aritzia (3.83×), Old Navy (3.36×), and Gap Inc. (3.64×) over the country average.
H&M fans in Canada are most concentrated in Ontario (reach ~3.5M), Quebec (reach ~2M), and British Columbia (reach ~1M). These three regions account for the largest share of the active audience.
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.
Related profiles, rankings and the same audience in other markets.
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.
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.
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