Dickies Target Market in Germany
A data profile of the people who buy, follow and care about Dickies in Germany — modelled from more than twelve digital signal sources. Dickies has an estimated audience of 568,464 people in Germany.
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, Urban Lifestyle.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
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.
At a glance
The key figures that characterise the Dickies profile in Germany.
Search interest · 12-month trend
Customer demographics of Dickies
39.0% are female, 61.0% are male, average age 30.5.
Gender split
| Metric | Value |
|---|---|
| Female | 39.0% |
| Male | 61.0% |
| Average age | 30.5 |
| Estimated audience size | 568,464 |
Age distribution
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 34% | |
| 20-29 | 37% | |
| 30-39 | 14% | |
| 40-49 | 9% | |
| 50+ | 6% |
Worldwide distribution
of the worldwide Dickies audience comes from Germany.
| Country | Share |
|---|---|
| United States | 28.1% |
| Japan | 23.0% |
| Taiwan | 5.3% |
Geography
Where the Dickies audience in Germany is strongest.
Top regions by affinity
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Berlin | ~40K | 1.50× | |
| 02 | Hamburg | ~20K | 1.33× | |
| 03 | Bayern | ~100K | 1.12× | |
| 04 | Nordrhein-Westfalen | ~100K | 1.03× | |
| 05 | Sachsen | ~30K | 1.02× | |
| 06 | Hessen | ~40K | 1.01× | |
| 07 | Saarland | ~7K | 1.00× | |
| 08 | Bremen | ~5K | 1.00× | |
| 09 | Schleswig-Holstein | ~20K | 0.99× | |
| 10 | Baden-Württemberg | ~80K | 0.98× | |
| 11 | Thüringen | ~10K | 0.91× | |
| 12 | Niedersachsen | ~50K | 0.89× | |
| 13 | Rheinland-Pfalz | ~20K | 0.85× | |
| 14 | Brandenburg | ~20K | 0.85× | |
| 15 | Mecklenburg-Vorpommern | ~9K | 0.80× | |
| 16 | Sachsen-Anhalt | ~10K | 0.77× |
Affinity by region
Audience interests & affinities
The strongest cross-interests of the Dickies audience — brands, topics and people combined.
Top cross-interests, ranked by affinity
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Baker Skateboards | Sports | 55.56× | ||
| 02 | PacSun | Fashion & Accessoires | 44.62× | ||
| 03 | Filson (company) | Sports | 40.27× | ||
| 04 | RVCA | Fashion & Accessoires | 38.81× | ||
| 05 | Longboard (skateboard) | Sports | 23.09× | ||
| 06 | Engelbert Strauss | Business & Career | 22.66× | ||
| 07 | Rip Curl | Fashion & Accessoires | 19.40× | ||
| 08 | Billabong | Fashion & Accessoires | 16.00× | ||
| 09 | Punk fashion | Fashion & Accessoires | 14.83× | ||
| 10 | Nike Skateboarding | Sports | 14.49× | ||
| 11 | Skatepark | Sports | 11.26× | ||
| 12 | Comme des Garçons | Fashion & Accessoires | 9.42× | ||
| 13 | Patagonia | Fashion & Accessoires | 8.51× | ||
| 14 | Second-hand shop | Shopping | 8.25× | ||
| 15 | Kickers | Literature | 7.93× | ||
| 16 | Polo Ralph Lauren | Fashion & Accessoires | 7.52× | ||
| 17 | Hiking boot | Fashion & Accessoires | 6.05× | ||
| 18 | RV park | Cars & Mobility | 4.77× | ||
| 19 | Outdoor recreation | Sports | 2.11× | ||
| 20 | Sports | Sports | 1.91× |
Personality of the Dickies audience
Values above 1.00× are above the country average, values below 1.00× below it.
Deviation from the national baseline
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 2.46× | |
| Urban Lifestyle | OPEN | 1.97× | |
| Sustainability | BALANCE | 1.60× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Family Orientation | CONSERVATISM | 0.79× | |
| Individualism | JOY | 0.94× | |
| Career Orientation | POWER | 0.95× |
Frequently asked questions
Who is Dickies's target market in Germany?
Dickies's target market in Germany covers an estimated 568,464 people, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Dickies customers?
39.0% of the Dickies audience 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 ~100K), Bayern (reach ~100K), and Baden-Württemberg (reach ~80K). 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.
Explore more audiences
Related profiles, rankings and the same audience in other markets.
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See Dickies audiences in other countries
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.
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