Rascasse Audience Intelligence

Clothing Audience in Germany

A data profile of the people who buy, follow and care about Clothing in Germany — modelled from more than twelve digital signal sources. Clothing has an estimated audience of 31,776,696 people in Germany.

#15among Lifestyle cluster in Germany#16among Topic in Germany#1in Fashion & Accessoires

The average Clothing fan in Germany is 38.9 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Otaku, Smiley (singer), Wanderlust, with strongest over-indexing on Otaku (1.74× the country average).

Demographically, the Clothing audience skews more female with an average age of 38.9, and over-indexes on personality traits such as Individualism, Price Sensitivity.

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

The typical Clothing fan in Germany is more female, around 38.9 years old, with strong Individualism tendencies and a notable affinity for Otaku.

Category: Fashion & Accessoires · Type: Topic · Subtype: Lifestyle cluster

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 Clothing profile in Germany.

Audience size
31.8M
in Germany
Gender
58.6%♀
41.4% male
Age
38.9
average years
Country rank
#27
Topic in Germany
Fig. 01

Search interest · 12-month trend

-8%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Clothing fans

58.6% are female, 41.4% are male, average age 38.9.

Fig. 02

Gender split

58.6%
Female
41.4%
Male
Demographic split for Clothing audience in Germany
MetricValue
Female58.6%
Male41.4%
Average age38.9
Estimated audience size31,776,696
Fig. 03

Age distribution

Ø 38.9
average years
Age distribution of the Clothing audience in Germany
Age bracketShare%
16-1920%
20-2919%
30-3921%
40-4922%
50+18%
Fig. 04

Worldwide distribution

4.0%

of the worldwide Clothing audience comes from Germany.

Worldwide audience distribution share by country for Clothing
CountryShare
United States19.9%
Japan7.9%
India4.8%
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 Clothing audience in Germany is strongest.

Fig. 05

Top regions by affinity

Clothing fans by region: top regions in Germany
#RegionReachAffinity×
01Berlin~2M1.24×
02Bremen~300K1.20×
03Bayern~5.5M1.09×
04Baden-Württemberg~4.5M1.06×
05Niedersachsen~3.5M1.06×
06Hamburg~700K1.03×
07Schleswig-Holstein~1M1.02×
08Thüringen~800K0.99×
09Mecklenburg-Vorpommern~600K0.99×
10Nordrhein-Westfalen~7M0.98×
11Hessen~2.5M0.96×
12Sachsen~1.5M0.96×
13Rheinland-Pfalz~1.5M0.93×
14Brandenburg~900K0.93×
15Sachsen-Anhalt~800K0.92×
16Saarland~300K0.82×
Fig. 06

Affinity by region

Affinity by region — Clothing, Germany
0.82×1.00×1.24×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Clothing audience
#·InterestCategoryAffinity×
01Oz (TV series)Movies & TV1.97×
02GattacaMovies & TV1.81×
03Recep Tayyip Erdoğan UniversityBusiness & Career1.79×
04OtakuLiterature1.74×
05Footloose (2011 film)Movies & TV1.71×
06Owner-occupierHome & Garden1.68×
07Little Party DressFashion & Accessoires1.61×
08OrsayShopping1.59×
09Smiley (singer)Music & Radio1.58×
10Framing (construction)Home & Garden1.58×
11PepcoFashion & Accessoires1.57×
12Toni ColletteMovies & TV1.57×
13OUTFITTERSShopping1.57×
14Samsung TVTechnology & Electronics1.54×
15WanderlustSports1.52×
16Galeries LafayetteShopping1.52×
17mbcBrand1.52×
18Wedding chapelKids & Family1.51×
19Civil law (legal system)Business & Career1.51×
20Optimum NutritionHealth1.50×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Clothing 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 Clothing audience · What stands out
TraitClusterDeviationScore
IndividualismJOY1.00×
Price SensitivityPREMIUM1.00×
Early Adopter MentalityPOWER0.95×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Clothing audience · Rather not
TraitClusterDeviationScore
SpiritualityBALANCE0.71×
TraditionCONSERVATISM0.76×
Quality AwarenessPREMIUM0.79×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Clothing have in Germany?

Clothing has an estimated audience of 31,776,696 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Clothing fans?

58.6% of Clothing fans are female, 41.4% are male, with an average age of 38.9 years.

03

Which brands do Clothing fans like most?

Clothing fans show strongest brand affinity for Otaku (1.74×), Smiley (singer) (1.58×), and Wanderlust (1.52×) over the country average.

04

Where do Clothing fans live in Germany?

Clothing fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~7M), Bayern (reach ~5.5M), and Baden-Württemberg (reach ~4.5M). These three regions account for the largest share of the active audience.

05

What other brands do Clothing fans also like?

Beyond Clothing itself, the audience over-indexes on Smiley (singer) (1.58×), Wanderlust (1.52×), Owner-occupier (1.68×), and Orsay (1.59×) compared to the Germany average.

Appendix

Explore more audiences

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

More Lifestyle cluster audiences in Germany

See Clothing audiences in other countries

How to read this data

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