Brax Audience in Germany
Brax has an estimated audience of 605,617 people in Germany. 75.5% are female, 24.5% are male, average age 38.2. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Betty Barclay, S.Oliver, Max Mara, C&A, Oysho.
The average Brax fan in Germany is 38.2 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Betty Barclay, S.Oliver, Max Mara, with strongest over-indexing on Betty Barclay (66.37× the country average). Demographically, the Brax audience skews more female with an average age of 38.2, and over-indexes on personality traits such as Creativity, Quality Awareness. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Fashion & Accessoires · Type: Brand
Demographics of Brax fans
| Metric | Value |
|---|---|
| Female | 75.5% |
| Male | 24.5% |
| Average age | 38.2 |
| Estimated audience size | 605,617 |
Audience persona
The typical Brax fan in Germany is more female, around 38.2 years old, with strong Creativity tendencies and a notable affinity for Betty Barclay.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 205,792 | 1.56× |
| Bayern | 111,062 | 1.14× |
| Baden-Württemberg | 89,409 | 1.08× |
| Niedersachsen | 80,513 | 1.37× |
| Hessen | 50,356 | 1.09× |
| Rheinland-Pfalz | 35,321 | 1.17× |
| Schleswig-Holstein | 26,316 | 1.21× |
| Sachsen | 21,239 | 0.72× |
| Berlin | 20,245 | 0.75× |
| Brandenburg | 18,417 | 0.98× |
| Hamburg | 12,624 | 0.92× |
| Sachsen-Anhalt | 11,686 | 0.75× |
| Mecklenburg-Vorpommern | 11,387 | 0.99× |
| Thüringen | 11,239 | 0.73× |
| Saarland | 5,677 | 0.77× |
| Bremen | 3,957 | 0.77× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Betty Barclay | 66.37× | Fashion & Accessoires |
| S.Oliver | 6.72× | Fashion & Accessoires |
| Max Mara | 8.23× | Fashion & Accessoires |
| C&A | 3.86× | Shopping |
| Oysho | 7.46× | Fashion & Accessoires |
| Gina Tricot | 6.89× | Fashion & Accessoires |
| Massimo Dutti | 6.62× | Shopping |
| Emma Thompson | 8.9× | Movies & TV |
| Breuninger | 3.01× | Fashion & Accessoires |
| The Chive | 28.93× | News |
| Steve Madden | 9.31× | Fashion & Accessoires |
| Drop shipping | 2.82× | Shopping |
| H&M | 1.88× | Shopping |
| Jared Padalecki | 9.5× | Movies & TV |
| Social shopping | 5.4× | Shopping |
| Tchibo | 2.39× | Shopping |
| IKEA | 1.6× | Home & Garden |
| Lily James | 8.52× | Movies & TV |
| Tom Tailor | 4.12× | Fashion & Accessoires |
| QVC | 2.53× | Movies & TV |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Creativity | OPEN | 1.54 |
| Quality Awareness | PREMIUM | 1.28 |
| Design Affinity | PREMIUM | 1.27 |
| Individualism | JOY | 1.19 |
| DIY Mentality | THRILL | 1.18 |
| Family Orientation | CONSERVATISM | 1.14 |
Worldwide distribution
| Country | Share |
|---|---|
| Germany | 52.9% |
| Belgium | 6.7% |
| France | 6.2% |
See Brax audiences in other countries
More Fashion & Accessoires audiences in Germany
- Obi (store) (19,461,870)
- IKEA (19,312,673)
- Lidl (19,126,505)
- Amazon.com (18,995,336)
- REWE (18,725,823)
Frequently asked questions
How many fans does Brax have in Germany?
Brax has an estimated audience of 605,617 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Brax fans?
75.5% of Brax fans are female, 24.5% are male, with an average age of 38.2 years.
Which brands do Brax fans like most?
Brax fans show strongest brand affinity for Betty Barclay (66.37×), S.Oliver (6.72×), and Max Mara (8.23×) over the country average.
Where do Brax fans live in Germany?
Brax fans in Germany are most concentrated in Nordrhein-Westfalen (reach 205,792), Bayern (reach 111,062), and Baden-Württemberg (reach 89,409). These three regions account for the largest share of the active audience.
What other brands do Brax fans also like?
Beyond Brax itself, the audience over-indexes on S.Oliver (6.72×), Max Mara (8.23×), C&A (3.86×), and Oysho (7.46×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Brax. 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.