Fjällräven Audience in Germany
Fjällräven has an estimated audience of 1,210,230 people in Germany. 53.9% are female, 46.1% are male, average age 38.3. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Outdoor recreation, Sports, Jack Wolfskin, Rossmann, Jotex.
The average Fjällräven fan in Germany is 38.3 years old, balanced, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Outdoor recreation, Sports, Jack Wolfskin, with strongest over-indexing on Outdoor recreation (2.01× the country average). Demographically, the Fjällräven audience skews balanced with an average age of 38.3, and over-indexes on personality traits such as Sustainability, Early Adopter Mentality. 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: Bags and accessories
Demographics of Fjällräven fans
| Metric | Value |
|---|---|
| Female | 53.9% |
| Male | 46.1% |
| Average age | 38.3 |
| Estimated audience size | 1,210,230 |
Audience persona
The typical Fjällräven fan in Germany is balanced, around 38.3 years old, with strong Sustainability tendencies and a notable affinity for Outdoor recreation.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 257,615 | 0.97× |
| Bayern | 222,509 | 1.14× |
| Baden-Württemberg | 170,164 | 1.03× |
| Niedersachsen | 138,864 | 1.18× |
| Hessen | 103,801 | 1.13× |
| Rheinland-Pfalz | 60,402 | 1× |
| Berlin | 59,992 | 1.11× |
| Schleswig-Holstein | 59,900 | 1.38× |
| Sachsen | 58,331 | 0.98× |
| Hamburg | 36,651 | 1.34× |
| Brandenburg | 28,588 | 0.76× |
| Thüringen | 25,735 | 0.83× |
| Mecklenburg-Vorpommern | 21,791 | 0.94× |
| Sachsen-Anhalt | 18,854 | 0.6× |
| Saarland | 11,033 | 0.74× |
| Bremen | 8,869 | 0.86× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Outdoor recreation | 2.01× | Sports |
| Sports | 1.91× | Sports |
| Jack Wolfskin | 5.55× | Fashion & Accessoires |
| Rossmann | 2× | Shopping |
| Jotex | 17.43× | Shopping |
| Converse | 3.8× | Fashion & Accessoires |
| Nike | 2.23× | Fashion & Accessoires |
| Winter sport | 2.39× | Sports |
| Hiking boot | 3.72× | Fashion & Accessoires |
| FIFA World Cup | 1.55× | Sports |
| Urban Outfitters | 3.7× | Shopping |
| Puma | 4.04× | Fashion & Accessoires |
| Sonos | 5.92× | Technology & Electronics |
| Burger King | 1.65× | Food & Beverages |
| Sustainable energy | 2× | Home & Garden |
| The North Face | 3.37× | Fashion & Accessoires |
| Renewable energy | 1.85× | Business & Career |
| Breuninger | 1.86× | Fashion & Accessoires |
| Hand tool | 2.45× | Home & Garden |
| Osprey | 11.44× | Fashion & Accessoires |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Sustainability | BALANCE | 1.51 |
| Early Adopter Mentality | POWER | 1.45 |
| Creativity | OPEN | 1.39 |
| Urban Lifestyle | OPEN | 1.3 |
| Sports Activity | POWER | 1.26 |
| Patriotism | CONSERVATISM | 1.25 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 17.2% |
| Germany | 12.7% |
| United Kingdom | 7.7% |
See Fjällräven audiences in other countries
More Bags and accessories audiences in Germany
Frequently asked questions
How many fans does Fjällräven have in Germany?
Fjällräven has an estimated audience of 1,210,230 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Fjällräven fans?
53.9% of Fjällräven fans are female, 46.1% are male, with an average age of 38.3 years.
Which brands do Fjällräven fans like most?
Fjällräven fans show strongest brand affinity for Outdoor recreation (2.01×), Sports (1.91×), and Jack Wolfskin (5.55×) over the country average.
Where do Fjällräven fans live in Germany?
Fjällräven fans in Germany are most concentrated in Nordrhein-Westfalen (reach 257,615), Bayern (reach 222,509), and Baden-Württemberg (reach 170,164). These three regions account for the largest share of the active audience.
What other brands do Fjällräven fans also like?
Beyond Fjällräven itself, the audience over-indexes on Sports (1.91×), Jack Wolfskin (5.55×), Rossmann (2×), and Jotex (17.43×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Fjällräven. 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.