H&M Audience in Germany
H&M has an estimated audience of 17,230,952 people in Germany. 74.7% are female, 25.3% are male, average age 35.9. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: C&A, Deichmann, Bonprix, Zara, Ernsting's family.
The average H&M fan in Germany is 35.9 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include C&A, Deichmann, Bonprix, with strongest over-indexing on C&A (2.55× the country average). Demographically, the H&M audience skews more female with an average age of 35.9, and over-indexes on personality traits such as Creativity, Sustainability. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Shopping · Type: Brand · Subtype: Fashion
Demographics of H&M fans
| Metric | Value |
|---|---|
| Female | 74.7% |
| Male | 25.3% |
| Average age | 35.9 |
| Estimated audience size | 17,230,952 |
Audience persona
The typical H&M fan in Germany is more female, around 35.9 years old, with strong Creativity tendencies and a notable affinity for C&A.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 4,575,885 | 1.21× |
| Bayern | 3,283,995 | 1.19× |
| Baden-Württemberg | 2,855,615 | 1.21× |
| Niedersachsen | 1,767,578 | 1.06× |
| Hessen | 1,362,562 | 1.04× |
| Rheinland-Pfalz | 952,690 | 1.1× |
| Berlin | 846,359 | 1.1× |
| Sachsen | 673,309 | 0.8× |
| Schleswig-Holstein | 594,339 | 0.96× |
| Brandenburg | 451,431 | 0.84× |
| Hamburg | 442,798 | 1.14× |
| Thüringen | 372,999 | 0.85× |
| Sachsen-Anhalt | 351,488 | 0.79× |
| Mecklenburg-Vorpommern | 275,404 | 0.84× |
| Saarland | 194,012 | 0.92× |
| Bremen | 141,468 | 0.96× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| C&A | 2.55× | Shopping |
| Deichmann | 2.1× | Shopping |
| Bonprix | 2.5× | Shopping |
| Zara | 2.57× | Shopping |
| Ernsting's family | 2.87× | Shopping |
| Gala | 1.78× | News |
| IKEA | 1.51× | Home & Garden |
| Women's clothing | 1.67× | Fashion & Accessoires |
| Rossmann | 1.73× | Shopping |
| TK Maxx | 1.75× | Shopping |
| Baby food | 2.29× | Kids & Family |
| Toddler | 1.98× | Kids & Family |
| Primark | 1.81× | Shopping |
| Bershka | 2.89× | Shopping |
| Dresses | 1.72× | Fashion & Accessoires |
| Hermès | 1.61× | Fashion & Accessoires |
| Mango | 2.73× | Shopping |
| Skirt | 2.04× | Fashion & Accessoires |
| Children's clothing | 1.97× | Fashion & Accessoires |
| Breuninger | 1.77× | Fashion & Accessoires |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Creativity | OPEN | 1.25 |
| Sustainability | BALANCE | 1.18 |
| Price Sensitivity | PREMIUM | 1.18 |
| Indulgence | JOY | 1.14 |
| Sports Activity | POWER | 1.13 |
| DIY Mentality | THRILL | 1.11 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 11.6% |
| Germany | 7.5% |
| Japan | 7.4% |
See H&M audiences in other countries
More Fashion audiences in Germany
- Amazon.com (18,995,336)
- TK Maxx (13,331,315)
- Primark (10,232,862)
- AliExpress (9,939,464)
- C&A (9,438,207)
Frequently asked questions
How many fans does H&M have in Germany?
H&M has an estimated audience of 17,230,952 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of H&M fans?
74.7% of H&M fans are female, 25.3% are male, with an average age of 35.9 years.
Which brands do H&M fans like most?
H&M fans show strongest brand affinity for C&A (2.55×), Deichmann (2.1×), and Bonprix (2.5×) over the country average.
Where do H&M fans live in Germany?
H&M fans in Germany are most concentrated in Nordrhein-Westfalen (reach 4,575,885), Bayern (reach 3,283,995), and Baden-Württemberg (reach 2,855,615). These three regions account for the largest share of the active audience.
What other brands do H&M fans also like?
Beyond H&M itself, the audience over-indexes on Deichmann (2.1×), Bonprix (2.5×), Zara (2.57×), and Ernsting's family (2.87×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for H&M. 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.