Rascasse Audience Intelligence

Burberry Target Market in Germany

A data profile of the people who buy, follow and care about Burberry in Germany — modelled from more than twelve digital signal sources. Burberry has an estimated audience of 2,470,649 people in Germany.

#10among Luxury fashion in Germany#326among Brand in Germany#147in Fashion & Accessoires

The average Burberry fan in Germany is 36.1 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Hermès, LOEWE, Louis Vuitton, with strongest over-indexing on Hermès (4.24× the country average).

Demographically, the Burberry audience skews more female with an average age of 36.1, and over-indexes on personality traits such as Quality Awareness, Design Affinity.

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

The typical Burberry fan in Germany is more female, around 36.1 years old, with strong Quality Awareness tendencies and a notable affinity for Hermès.

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 Burberry profile in Germany.

Audience size
2.5M
in Germany
Gender
58.8%♀
41.2% male
Age
36.1
average years
Country rank
#2671
Brand in Germany
Fig. 01

Search interest · 12-month trend

-10%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Burberry

58.8% are female, 41.2% are male, average age 36.1.

Fig. 02

Gender split

58.8%
Female
41.2%
Male
Demographic split for Burberry audience in Germany
MetricValue
Female58.8%
Male41.2%
Average age36.1
Estimated audience size2,470,649
Fig. 03

Age distribution

Ø 36.1
average years
Age distribution of the Burberry audience in Germany
Age bracketShare%
16-1927%
20-2921%
30-3920%
40-4919%
50+13%
Fig. 04

Worldwide distribution

3.7%

of the worldwide Burberry audience comes from Germany.

Worldwide audience distribution share by country for Burberry
CountryShare
United States14.8%
Japan11.3%
China9.1%
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 Burberry audience in Germany is strongest.

Fig. 05

Top regions by affinity

Burberry customers by region in Germany
#RegionReachAffinity×
01Hamburg~80K1.46×
02Hessen~300K1.36×
03Berlin~100K1.31×
04Nordrhein-Westfalen~600K1.18×
05Bayern~500K1.17×
06Baden-Württemberg~400K1.13×
07Bremen~20K1.05×
08Rheinland-Pfalz~100K1.00×
09Niedersachsen~200K0.98×
10Schleswig-Holstein~90K0.97×
11Saarland~30K0.86×
12Brandenburg~70K0.85×
13Sachsen~90K0.72×
14Mecklenburg-Vorpommern~30K0.69×
15Sachsen-Anhalt~40K0.67×
16Thüringen~40K0.66×
Fig. 06

Affinity by region

Affinity by region — Burberry, Germany
0.66×1.00×1.46×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Burberry audience
#·InterestCategoryAffinity×
01CélineFashion & Accessoires7.91×
02Golden GooseFashion & Accessoires6.93×
03LOEWEFashion & Accessoires5.43×
04GivenchyFashion & Accessoires5.00×
05FendiFashion & Accessoires4.94×
06Ready-to-wearFashion & Accessoires4.72×
07ChloéFashion & Accessoires4.44×
08HermèsFashion & Accessoires4.24×
09Isabel MarantFashion & Accessoires3.89×
10Yves Saint LaurentFashion & Accessoires3.69×
11COSShopping3.49×
12PradaFashion & Accessoires3.46×
13StradivariusShopping3.09×
14ChanelFashion & Accessoires2.92×
15Designer clothingFashion & Accessoires2.91×
16Louis VuittonFashion & Accessoires2.77×
17Home Interior DesignHome & Garden2.42×
18Haute coutureFashion & Accessoires2.31×
19UndergarmentFashion & Accessoires1.93×
20FootwearFashion & Accessoires1.60×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Burberry 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 Burberry audience · What stands out
TraitClusterDeviationScore
Quality AwarenessPREMIUM1.94×
Design AffinityPREMIUM1.78×
Luxury OrientationPREMIUM1.74×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Burberry audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.40×
Need for SecurityCONSERVATISM0.44×
SpiritualityBALANCE0.64×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Burberry's target market in Germany?

Burberry's target market in Germany covers an estimated 2,470,649 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Burberry customers?

58.8% of the Burberry audience are female, 41.2% are male, with an average age of 36.1 years.

03

Which brands do Burberry fans like most?

Burberry fans show strongest brand affinity for Hermès (4.24×), LOEWE (5.43×), and Louis Vuitton (2.77×) over the country average.

04

Where do Burberry fans live in Germany?

Burberry fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~600K), Bayern (reach ~500K), and Baden-Württemberg (reach ~400K). These three regions account for the largest share of the active audience.

05

What other brands do Burberry fans also like?

Beyond Burberry itself, the audience over-indexes on LOEWE (5.43×), Louis Vuitton (2.77×), Céline (7.91×), and Givenchy (5×) 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 Burberry audiences in other countries

How to read this data

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