Rascasse Audience Intelligence

Dr. Martens Target Market in Germany

A data profile of the people who buy, follow and care about Dr. Martens in Germany — modelled from more than twelve digital signal sources. Dr. Martens has an estimated audience of 1,715,936 people in Germany.

#3among Footwear in Germany#489among Brand in Germany#210in Fashion & Accessoires

The average Dr. Martens fan in Germany is 31.9 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Comme des Garçons, Bershka, Fossil, with strongest over-indexing on Comme des Garçons (10.49× the country average).

Demographically, the Dr. Martens audience skews more female with an average age of 31.9, and over-indexes on personality traits such as Sustainability, Extroversion.

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

The typical Dr. Martens fan in Germany is more female, around 31.9 years old, with strong Sustainability tendencies and a notable affinity for Comme des Garçons.

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

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 Dr. Martens profile in Germany.

Audience size
1.7M
in Germany
Gender
60.8%♀
39.2% male
Age
31.9
average years
Country rank
#3919
Brand in Germany
Fig. 01

Search interest · 12-month trend

-16%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Dr. Martens

60.8% are female, 39.2% are male, average age 31.9.

Fig. 02

Gender split

60.8%
Female
39.2%
Male
Demographic split for Dr. Martens audience in Germany
MetricValue
Female60.8%
Male39.2%
Average age31.9
Estimated audience size1,715,936
Fig. 03

Age distribution

Ø 31.9
average years
Age distribution of the Dr. Martens audience in Germany
Age bracketShare%
16-1938%
20-2923%
30-3917%
40-4914%
50+7%
Fig. 04

Worldwide distribution

8.3%

of the worldwide Dr. Martens audience comes from Germany.

Worldwide audience distribution share by country for Dr. Martens
CountryShare
United States15.7%
Italy13.0%
United Kingdom10.7%
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 Dr. Martens audience in Germany is strongest.

Fig. 05

Top regions by affinity

Dr. Martens customers by region in Germany
#RegionReachAffinity×
01Berlin~100K1.69×
02Hamburg~50K1.41×
03Bayern~300K1.08×
04Sachsen~90K1.03×
05Hessen~100K1.00×
06Niedersachsen~200K0.97×
07Baden-Württemberg~200K0.94×
08Schleswig-Holstein~60K0.93×
09Bremen~10K0.93×
10Nordrhein-Westfalen~300K0.92×
11Brandenburg~50K0.91×
12Saarland~20K0.91×
13Rheinland-Pfalz~80K0.90×
14Mecklenburg-Vorpommern~30K0.88×
15Thüringen~40K0.82×
16Sachsen-Anhalt~30K0.77×
Fig. 06

Affinity by region

Affinity by region — Dr. Martens, Germany
0.77×1.00×1.69×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Dr. Martens audience
#·InterestCategoryAffinity×
01NapapijriFashion & Accessoires13.40×
02FossilFashion & Accessoires12.47×
03Lush (band)Music & Radio11.29×
04Comme des GarçonsFashion & Accessoires10.49×
05Karl LagerfeldFashion & Accessoires7.63×
06Zalando LoungeShopping7.51×
071990s in fashionFashion & Accessoires5.89×
08BershkaShopping5.46×
09Levi Strauss & Co.Fashion & Accessoires5.18×
10COSShopping5.07×
11Tom TailorFashion & Accessoires4.95×
12SellpyFashion & Accessoires4.93×
13Gina TricotFashion & Accessoires4.48×
14MangoShopping4.28×
15Vintage clothingFashion & Accessoires2.99×
16ZaraShopping2.89×
17FootwearFashion & Accessoires2.10×
18H&MShopping2.06×
19SportsSports1.63×
20Online shoppingShopping1.59×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Dr. Martens 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 Dr. Martens audience · What stands out
TraitClusterDeviationScore
SustainabilityBALANCE1.85×
ExtroversionTHRILL1.71×
Design AffinityPREMIUM1.68×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Dr. Martens audience · Rather not
TraitClusterDeviationScore
Need for SecurityCONSERVATISM0.48×
PatriotismCONSERVATISM0.58×
Risk AppetiteTHRILL0.64×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Dr. Martens's target market in Germany?

Dr. Martens's target market in Germany covers an estimated 1,715,936 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Dr. Martens customers?

60.8% of the Dr. Martens audience are female, 39.2% are male, with an average age of 31.9 years.

03

Which brands do Dr. Martens fans like most?

Dr. Martens fans show strongest brand affinity for Comme des Garçons (10.49×), Bershka (5.46×), and Fossil (12.47×) over the country average.

04

Where do Dr. Martens fans live in Germany?

Dr. Martens fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~300K), 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 Dr. Martens fans also like?

Beyond Dr. Martens itself, the audience over-indexes on Bershka (5.46×), Fossil (12.47×), COS (5.07×), and Lush (band) (11.29×) compared to the Germany average.

Appendix

Explore more audiences

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

More Footwear audiences in Germany

See Dr. Martens audiences in other countries

How to read this data

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