F&F Target Market in Germany
A data profile of the people who buy, follow and care about F&F in Germany — modelled from more than twelve digital signal sources. F&F has an estimated audience of 373,304 people in Germany.
The average F&F fan in Germany is 38.5 years old, more female, and lives primarily in Nordrhein-Westfalen.
The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg.
Top brand affinities include TK Maxx, Onet.pl, Anna Lewandowska, with strongest over-indexing on TK Maxx (81.82× the country average).
Demographically, the F&F audience skews more female with an average age of 38.5, and over-indexes on personality traits such as Indulgence, Extroversion.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical F&F fan in Germany is more female, around 38.5 years old, with strong Indulgence tendencies and a notable affinity for TK Maxx.
At a glance
The key figures that characterise the F&F profile in Germany.
Search interest · 12-month trend
Customer demographics of F&F
74.5% are female, 25.5% are male, average age 38.5.
Gender split
| Metric | Value |
|---|---|
| Female | 74.5% |
| Male | 25.5% |
| Average age | 38.5 |
| Estimated audience size | 373,304 |
Age distribution
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 17% | |
| 20-29 | 22% | |
| 30-39 | 24% | |
| 40-49 | 22% | |
| 50+ | 15% |
Worldwide distribution
of the worldwide F&F audience comes from Germany.
| Country | Share |
|---|---|
| Vietnam | 18.7% |
| Bangladesh | 16.3% |
| United Kingdom | 7.8% |
Geography
Where the F&F audience in Germany is strongest.
Top regions by affinity
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Thüringen | ~10K | 1.29× | |
| 02 | Sachsen-Anhalt | ~10K | 1.28× | |
| 03 | Mecklenburg-Vorpommern | ~10K | 1.27× | |
| 04 | Sachsen | ~30K | 1.25× | |
| 05 | Brandenburg | ~20K | 1.21× | |
| 06 | Niedersachsen | ~40K | 1.00× | |
| 07 | Rheinland-Pfalz | ~20K | 0.98× | |
| 08 | Saarland | ~5K | 0.96× | |
| 09 | Schleswig-Holstein | ~20K | 0.95× | |
| 10 | Bayern | ~70K | 0.93× | |
| 11 | Nordrhein-Westfalen | ~90K | 0.92× | |
| 12 | Baden-Württemberg | ~50K | 0.89× | |
| 13 | Bremen | ~3K | 0.87× | |
| 14 | Hessen | ~30K | 0.83× | |
| 15 | Hamburg | ~8K | 0.77× | |
| 16 | Berlin | ~10K | 0.75× |
Affinity by region
Audience interests & affinities
The strongest cross-interests of the F&F audience — brands, topics and people combined.
Top cross-interests, ranked by affinity
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Onet.pl | News | 206.28× | ||
| 02 | Anna Lewandowska | Sports | 205.65× | ||
| 03 | Black Red White | Home & Garden | 186.09× | ||
| 04 | Umbro | Sports | 112.98× | ||
| 05 | TK Maxx | Shopping | 81.82× | ||
| 06 | Polsat | Movies & TV | 70.09× | ||
| 07 | DeeZee | Fashion & Accessoires | 68.67× | ||
| 08 | Allegro (auction website) | Shopping | 57.68× | ||
| 09 | Interflora | Shopping | 40.60× | ||
| 10 | Pepco | Fashion & Accessoires | 28.59× | ||
| 11 | Elle Fanning | Movies & TV | 26.16× | ||
| 12 | Kim Cattrall | Movies & TV | 25.45× | ||
| 13 | Wirtualna Polska | News | 20.00× | ||
| 14 | Bertolt Brecht | Literature | 20.00× | ||
| 15 | Robert Lewandowski | Sports | 19.67× | ||
| 16 | OLX | Shopping | 14.72× | ||
| 17 | Massimo Dutti | Shopping | 14.00× | ||
| 18 | Max Mara | Fashion & Accessoires | 11.01× | ||
| 19 | Finland | Travel & Leisure | 7.64× | ||
| 20 | Lidl | Shopping | 3.71× |
Personality of the F&F 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 |
|---|---|---|---|
| Indulgence | JOY | 1.85× | |
| Extroversion | THRILL | 1.83× | |
| Price Sensitivity | PREMIUM | 1.76× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Community Orientation | OPEN | 0.65× | |
| Patriotism | CONSERVATISM | 0.68× | |
| Creativity | OPEN | 0.78× |
Frequently asked questions
Who is F&F's target market in Germany?
F&F's target market in Germany covers an estimated 373,304 people, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of F&F customers?
74.5% of the F&F audience are female, 25.5% are male, with an average age of 38.5 years.
Which brands do F&F fans like most?
F&F fans show strongest brand affinity for TK Maxx (81.82×), Onet.pl (206.28×), and Anna Lewandowska (205.65×) over the country average.
Where do F&F fans live in Germany?
F&F fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~90K), Bayern (reach ~70K), and Baden-Württemberg (reach ~50K). These three regions account for the largest share of the active audience.
What other brands do F&F fans also like?
Beyond F&F itself, the audience over-indexes on Onet.pl (206.28×), Anna Lewandowska (205.65×), Black Red White (186.09×), and Allegro (auction website) (57.68×) compared to the Germany average.
Explore more audiences
Related profiles, rankings and the same audience in other markets.
More Fashion & Accessoires audiences in Germany
- Obi (store) (19,801,773)
- IKEA (19,312,673)
- Lidl (19,126,505)
- Amazon.com (18,995,336)
- REWE (18,725,823)
See F&F audiences in other countries
How to read this data
Audience size is the estimated number of people in Germany who actively search for F&F. 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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