Rascasse Audience Intelligence

AMIRI Target Market in Germany

A data profile of the people who buy, follow and care about AMIRI in Germany — modelled from more than twelve digital signal sources. AMIRI has an estimated audience of 449,806 people in Germany.

#40among Luxury fashion in Germany#1654among Brand in Germany#607in Fashion & Accessoires

The average AMIRI fan in Germany is 35.6 years old, more female, and lives primarily in Nordrhein-Westfalen.

The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg.

Top brand affinities include Farfetch, Monty Python's Life of Brian, Mytheresa.com, with strongest over-indexing on Farfetch (48.45× the country average).

Demographically, the AMIRI audience skews more female with an average age of 35.6, and over-indexes on personality traits such as Indulgence, Luxury Orientation.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.

The typical AMIRI fan in Germany is more female, around 35.6 years old, with strong Indulgence tendencies and a notable affinity for Farfetch.

Category: Fashion & Accessoires · Type: Brand · Subtype: Luxury fashion

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the AMIRI profile in Germany.

Audience size
450K
in Germany
Gender
64.0%♀
36.0% male
Age
35.6
average years
Country rank
#12760
Brand in Germany
Fig. 01

Search interest · 12-month trend

+450%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of AMIRI

64.0% are female, 36.0% are male, average age 35.6.

Fig. 02

Gender split

64.0%
Female
36.0%
Male
Demographic split for AMIRI audience in Germany
MetricValue
Female64.0%
Male36.0%
Average age35.6
Estimated audience size449,806
Fig. 03

Age distribution

Ø 35.6
average years
Age distribution of the AMIRI audience in Germany
Age bracketShare%
16-1927%
20-2923%
30-3920%
40-4918%
50+12%
Fig. 04

Worldwide distribution

7.8%

of the worldwide AMIRI audience comes from Germany.

Worldwide audience distribution share by country for AMIRI
CountryShare
United States29.7%
Japan10.1%
Germany7.8%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the Germany average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the AMIRI audience in Germany is strongest.

Fig. 05

Top regions by affinity

AMIRI customers by region in Germany
#RegionReachAffinity×
01Rheinland-Pfalz~20K1.67×
02Hessen~30K1.37×
03Nordrhein-Westfalen~80K1.22×
04Baden-Württemberg~50K1.20×
05Hamburg~8K1.20×
06Bremen~3K1.10×
07Bayern~50K1.03×
08Niedersachsen~30K1.03×
09Schleswig-Holstein~10K1.01×
10Berlin~10K1.00×
11Saarland~3K0.96×
12Brandenburg~7K0.73×
13Thüringen~5K0.70×
14Sachsen-Anhalt~5K0.68×
15Sachsen~10K0.66×
16Mecklenburg-Vorpommern~4K0.64×
Fig. 06

Affinity by region

Affinity by region — AMIRI, Germany
0.64×1.00×1.67×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the AMIRI audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for AMIRI audience
#·InterestCategoryAffinity×
01FarfetchShopping48.45×
02Monty Python's Life of BrianMovies & TV30.41×
03Mytheresa.comShopping17.74×
04BalmainFashion & Accessoires16.07×
05Maison MargielaFashion & Accessoires8.19×
06OmegaFashion & Accessoires8.01×
07Expensive TasteBusiness & Career6.67×
08FendiFashion & Accessoires6.42×
09Audemars PiguetFashion & Accessoires5.95×
10GivenchyFashion & Accessoires5.92×
11Luxury yachtTravel & Leisure5.27×
12BalenciagaFashion & Accessoires5.17×
13HermèsFashion & Accessoires4.54×
14PandoraFashion & Accessoires4.31×
15PradaFashion & Accessoires4.24×
16Ralph LaurenFashion & Accessoires3.87×
17Louis VuittonFashion & Accessoires3.50×
18BreuningerFashion & Accessoires3.49×
19Designer clothingFashion & Accessoires3.46×
20Luxury goodsFashion & Accessoires2.35×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the AMIRI audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by AMIRI audience · What stands out
TraitClusterDeviationScore
IndulgenceJOY2.32×
Luxury OrientationPREMIUM2.27×
Design AffinityPREMIUM2.21×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by AMIRI audience · Rather not
TraitClusterDeviationScore
Need for SecurityCONSERVATISM0.83×
TraditionCONSERVATISM0.88×
Convenience OrientationPREMIUM0.93×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is AMIRI's target market in Germany?

AMIRI's target market in Germany covers an estimated 449,806 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of AMIRI customers?

64.0% of the AMIRI audience are female, 36.0% are male, with an average age of 35.6 years.

03

Which brands do AMIRI fans like most?

AMIRI fans show strongest brand affinity for Farfetch (48.45×), Monty Python's Life of Brian (30.41×), and Mytheresa.com (17.74×) over the country average.

04

Where do AMIRI fans live in Germany?

AMIRI fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~80K), Bayern (reach ~50K), and Baden-Württemberg (reach ~50K). These three regions account for the largest share of the active audience.

05

What other brands do AMIRI fans also like?

Beyond AMIRI itself, the audience over-indexes on Monty Python's Life of Brian (30.41×), Mytheresa.com (17.74×), Balmain (16.07×), and Hermès (4.54×) compared to the Germany average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Luxury fashion audiences in Germany

See AMIRI audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for AMIRI. 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 Germany. 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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