Dickies Audience in Germany
Dickies has an estimated audience of 569,013 people in Germany. 39.0% are female, 61.0% are male, average age 30.5. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Engelbert Strauss, PacSun, Punk fashion, Kickers, Longboard (skateboard).
The average Dickies fan in Germany is 30.5 years old, more male, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Engelbert Strauss, PacSun, Punk fashion, with strongest over-indexing on Engelbert Strauss (22.66× the country average). Demographically, the Dickies audience skews more male with an average age of 30.5, 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.
Category: Fashion & Accessoires · Type: Brand · Subtype: Streetwear
Demographics of Dickies fans
| Metric | Value |
|---|---|
| Female | 39.0% |
| Male | 61.0% |
| Average age | 30.5 |
| Estimated audience size | 569,013 |
Audience persona
The typical Dickies fan in Germany is more male, around 30.5 years old, with strong Early Adopter Mentality tendencies and a notable affinity for Engelbert Strauss.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 132,861 | 1.07× |
| Bayern | 105,743 | 1.16× |
| Baden-Württemberg | 78,556 | 1.01× |
| Niedersachsen | 49,227 | 0.89× |
| Hessen | 45,014 | 1.04× |
| Berlin | 40,182 | 1.58× |
| Sachsen | 28,304 | 1.01× |
| Rheinland-Pfalz | 24,122 | 0.85× |
| Schleswig-Holstein | 19,533 | 0.96× |
| Hamburg | 17,550 | 1.36× |
| Brandenburg | 14,659 | 0.83× |
| Thüringen | 12,259 | 0.85× |
| Sachsen-Anhalt | 10,557 | 0.72× |
| Mecklenburg-Vorpommern | 7,885 | 0.73× |
| Saarland | 6,791 | 0.97× |
| Bremen | 4,796 | 0.99× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Engelbert Strauss | 22.66× | Business & Career |
| PacSun | 44.62× | Fashion & Accessoires |
| Punk fashion | 14.83× | Fashion & Accessoires |
| Kickers | 7.93× | Literature |
| Longboard (skateboard) | 23.09× | Sports |
| Billabong | 16× | Fashion & Accessoires |
| Patagonia | 8.51× | Fashion & Accessoires |
| Skatepark | 11.26× | Sports |
| RVCA | 38.81× | Fashion & Accessoires |
| Outdoor recreation | 2.11× | Sports |
| Baker Skateboards | 55.56× | Sports |
| Rip Curl | 19.4× | Fashion & Accessoires |
| Second-hand shop | 8.25× | Shopping |
| Comme des Garçons | 9.42× | Fashion & Accessoires |
| Sports | 1.91× | Sports |
| Hiking boot | 6.05× | Fashion & Accessoires |
| RV park | 4.77× | Cars & Mobility |
| Mewa | 29.66× | Business & Career |
| Sellpy | 6.11× | Fashion & Accessoires |
| Nike Skateboarding | 14.49× | Sports |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Early Adopter Mentality | POWER | 2.19 |
| Sustainability | BALANCE | 1.64 |
| Urban Lifestyle | OPEN | 1.53 |
| Luxury Orientation | PREMIUM | 1.44 |
| Creativity | OPEN | 1.38 |
| Sports Activity | POWER | 1.25 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 28.3% |
| Japan | 23.0% |
| Taiwan | 5.3% |
See Dickies audiences in other countries
More Streetwear audiences in Germany
- 6PM (3,767,919)
- Lacoste (3,039,407)
- Levi Strauss & Co. (2,372,529)
- Supreme (2,125,190)
- LFDY (1,896,433)
Frequently asked questions
How many fans does Dickies have in Germany?
Dickies has an estimated audience of 569,013 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Dickies fans?
39.0% of Dickies fans are female, 61.0% are male, with an average age of 30.5 years.
Which brands do Dickies fans like most?
Dickies fans show strongest brand affinity for Engelbert Strauss (22.66×), PacSun (44.62×), and Punk fashion (14.83×) over the country average.
Where do Dickies fans live in Germany?
Dickies fans in Germany are most concentrated in Nordrhein-Westfalen (reach 132,861), Bayern (reach 105,743), and Baden-Württemberg (reach 78,556). These three regions account for the largest share of the active audience.
What other brands do Dickies fans also like?
Beyond Dickies itself, the audience over-indexes on PacSun (44.62×), Punk fashion (14.83×), Kickers (7.93×), and Longboard (skateboard) (23.09×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Dickies. 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.