Rascasse Audience Intelligence

Carhartt Target Market in Germany

A data profile of the people who buy, follow and care about Carhartt in Germany — modelled from more than twelve digital signal sources. Carhartt has an estimated audience of 1,683,357 people in Germany.

#6among Streetwear in Germany#499among Brand in Germany#214in Fashion & Accessoires

The average Carhartt fan in Germany is 28.9 years old, more male, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Financial technology, Uniqlo, Comme des Garçons, with strongest over-indexing on Financial technology (7.16× the country average).

Demographically, the Carhartt audience skews more male with an average age of 28.9, and over-indexes on personality traits such as Early Adopter Mentality, Sustainability.

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

The typical Carhartt fan in Germany is more male, around 28.9 years old, with strong Early Adopter Mentality tendencies and a notable affinity for Financial technology.

Category: Fashion & Accessoires · Type: Brand · Subtype: Streetwear

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 Carhartt profile in Germany.

Audience size
1.7M
in Germany
Gender
41.7%♀
58.3% male
Age
28.9
average years
Country rank
#3989
Brand in Germany
Fig. 01

Search interest · 12-month trend

-26%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Carhartt

41.7% are female, 58.3% are male, average age 28.9.

Fig. 02

Gender split

41.7%
Female
58.3%
Male
Demographic split for Carhartt audience in Germany
MetricValue
Female41.7%
Male58.3%
Average age28.9
Estimated audience size1,683,357
Fig. 03

Age distribution

Ø 28.9
average years
Age distribution of the Carhartt audience in Germany
Age bracketShare%
16-1948%
20-2924%
30-3915%
40-499%
50+4%
Fig. 04

Worldwide distribution

4.9%

of the worldwide Carhartt audience comes from Germany.

Worldwide audience distribution share by country for Carhartt
CountryShare
United States38.1%
Japan10.8%
United Kingdom5.7%
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 Carhartt audience in Germany is strongest.

Fig. 05

Top regions by affinity

Carhartt customers by region in Germany
#RegionReachAffinity×
01Berlin~100K1.52×
02Hamburg~60K1.48×
03Schleswig-Holstein~70K1.20×
04Nordrhein-Westfalen~400K1.06×
05Sachsen~80K1.00×
06Hessen~100K0.98×
07Bayern~300K0.95×
08Saarland~20K0.95×
09Thüringen~40K0.93×
10Baden-Württemberg~200K0.92×
11Brandenburg~50K0.92×
12Niedersachsen~200K0.90×
13Mecklenburg-Vorpommern~30K0.86×
14Bremen~10K0.85×
15Rheinland-Pfalz~70K0.80×
16Sachsen-Anhalt~30K0.68×
Fig. 06

Affinity by region

Affinity by region — Carhartt, Germany
0.68×1.00×1.52×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Carhartt audience
#·InterestCategoryAffinity×
01LindexFashion & Accessoires10.27×
02Helly HansenFashion & Accessoires9.85×
03Comme des GarçonsFashion & Accessoires9.42×
04American Eagle OutfittersFashion & Accessoires8.96×
05SkateparkSports7.24×
06Financial technologyBusiness & Career7.16×
07UniqloShopping5.30×
08PumaFashion & Accessoires5.00×
09BershkaShopping4.57×
10SellpyFashion & Accessoires4.46×
11Sneaker collectingFashion & Accessoires3.95×
12COSShopping3.83×
13BreuningerFashion & Accessoires2.58×
14FootwearFashion & Accessoires1.92×
15SportsSports1.91×
16H&MShopping1.77×
17FIFA World CupSports1.54×
18TikTokInternet & Social Media1.53×
19Arts and musicArts & Culture1.52×
20Outdoor recreationSports1.52×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Carhartt 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 Carhartt audience · What stands out
TraitClusterDeviationScore
Early Adopter MentalityPOWER2.11×
SustainabilityBALANCE1.86×
Urban LifestyleOPEN1.55×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Carhartt audience · Rather not
TraitClusterDeviationScore
Need for SecurityCONSERVATISM0.75×
PatriotismCONSERVATISM0.80×
Family OrientationCONSERVATISM0.80×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Carhartt's target market in Germany?

Carhartt's target market in Germany covers an estimated 1,683,357 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Carhartt customers?

41.7% of the Carhartt audience are female, 58.3% are male, with an average age of 28.9 years.

03

Which brands do Carhartt fans like most?

Carhartt fans show strongest brand affinity for Financial technology (7.16×), Uniqlo (5.3×), and Comme des Garçons (9.42×) over the country average.

04

Where do Carhartt fans live in Germany?

Carhartt fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~400K), Bayern (reach ~300K), and Baden-Württemberg (reach ~200K). These three regions account for the largest share of the active audience.

05

What other brands do Carhartt fans also like?

Beyond Carhartt itself, the audience over-indexes on Uniqlo (5.3×), Comme des Garçons (9.42×), Sports (1.91×), and Arts and music (1.52×) compared to the Germany average.

Appendix

Explore more audiences

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

More Streetwear audiences in Germany

See Carhartt audiences in other countries

How to read this data

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