A data profile of the people who buy, follow and care about H&M in Switzerland — modelled from more than twelve digital signal sources. H&M has an estimated audience of 2,432,114 people in Switzerland.
The average H&M fan in Switzerland is 39.0 years old, more female, and lives primarily in Canton of Zürich.
The audience is concentrated in Canton of Zürich, Canton of Bern, Vaud.
Top brand affinities include IKEA, C&A, Conforama, with strongest over-indexing on IKEA (1.72× the country average).
Demographically, the H&M audience skews more female with an average age of 39.0, and over-indexes on personality traits such as Early Adopter Mentality, Patriotism.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 26 regions tracked by Rascasse.
The typical H&M fan in Switzerland is more female, around 39.0 years old, with strong Early Adopter Mentality tendencies and a notable affinity for IKEA.
The key figures that characterise the H&M profile in Switzerland.
72.8% are female, 27.2% are male, average age 39.0.
| Metric | Value |
|---|---|
| Female | 72.8% |
| Male | 27.2% |
| Average age | 39.0 |
| Estimated audience size | 2,432,114 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 16% | |
| 20-29 | 24% | |
| 30-39 | 22% | |
| 40-49 | 21% | |
| 50+ | 18% |
of the worldwide H&M audience comes from Switzerland.
| Country | Share |
|---|---|
| United States | 11.5% |
| Germany | 7.6% |
| Japan | 7.5% |
Where the H&M audience in Switzerland is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Canton of Zürich | ~600K | 1.56× | |
| 02 | Canton of Bern | ~400K | 1.48× | |
| 03 | Vaud | ~300K | 1.44× | |
| 04 | Canton of Geneva | ~200K | 1.44× | |
| 05 | Aargau | ~200K | 1.38× | |
| 06 | Luzern | ~100K | 1.32× | |
| 07 | Canton of St. Gallen | ~200K | 1.30× | |
| 08 | Basel-City | ~100K | 1.29× | |
| 09 | Fribourg | ~100K | 1.25× | |
| 10 | Valais | ~100K | 1.15× | |
| 11 | Solothurn | ~70K | 1.13× | |
| 12 | Thurgau | ~70K | 1.09× | |
| 13 | Basel-Landschaft | ~60K | 1.04× | |
| 14 | Graubünden | ~60K | 1.01× | |
| 15 | Canton of Zug | ~30K | 1.00× | |
| 16 | Ticino | ~90K | 0.95× | |
| 17 | Neuchatel | ~50K | 0.93× | |
| 18 | Schwyz | ~30K | 0.91× | |
| 19 | Schaffhausen | ~10K | 0.75× | |
| 20 | Canton of Nidwalden | ~6K | 0.64× | |
| 21 | Canton of Glarus | ~6K | 0.64× | |
| 22 | Jura | ~10K | 0.63× | |
| 23 | Appenzell Ausserrhoden | ~7K | 0.62× | |
| 24 | Canton of Obwalden | ~5K | 0.58× | |
| 25 | Uri | ~4K | 0.55× | |
| 26 | Appenzell Innerrhoden | ~2K | 0.52× |
The strongest cross-interests of the H&M audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Inditex | Shopping | 5.61× | ||
| 02 | Gap Inc. | Shopping | 4.53× | ||
| 03 | Fast fashion | Fashion & Accessoires | 4.47× | ||
| 04 | C&A | Shopping | 4.11× | ||
| 05 | Bonprix | Shopping | 2.79× | ||
| 06 | Children's clothing | Fashion & Accessoires | 2.50× | ||
| 07 | Blouse | Fashion & Accessoires | 2.39× | ||
| 08 | Müller (German trade company) | Shopping | 2.17× | ||
| 09 | JYSK | Home & Garden | 2.17× | ||
| 10 | Zara | Shopping | 2.16× | ||
| 11 | Conforama | Home & Garden | 2.00× | ||
| 12 | Marriage | Kids & Family | 1.81× | ||
| 13 | Manor | Shopping | 1.80× | ||
| 14 | IKEA | Home & Garden | 1.72× | ||
| 15 | Discount stores | Shopping | 1.72× | ||
| 16 | Boutiques | Fashion & Accessoires | 1.63× | ||
| 17 | Lidl | Shopping | 1.61× | ||
| 18 | Personal care | Health | 1.59× | ||
| 19 | ImmoScout24 | Home & Garden | 1.55× | ||
| 20 | Dresses | Fashion & Accessoires | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 2.09× | |
| Patriotism | CONSERVATISM | 0.99× | |
| Travelling | THRILL | 0.92× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Social Media Usage | JOY | 0.64× | |
| Design Affinity | PREMIUM | 0.73× | |
| Sustainability | BALANCE | 0.80× |
H&M's target market in Switzerland covers an estimated 2,432,114 people, concentrated in Canton of Zürich and Canton of Bern.
72.8% of the H&M audience are female, 27.2% are male, with an average age of 39.0 years.
H&M fans show strongest brand affinity for IKEA (1.72×), C&A (4.11×), and Conforama (2.0×) over the country average.
H&M fans in Switzerland are most concentrated in Canton of Zürich (reach ~600K), Canton of Bern (reach ~400K), and Vaud (reach ~300K). These three regions account for the largest share of the active audience.
Beyond H&M itself, the audience over-indexes on C&A (4.11×), Conforama (2.0×), Müller (German trade company) (2.17×), and Lidl (1.61×) compared to the Switzerland average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Switzerland 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 Switzerland. 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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