Rascasse Audience Intelligence

Kaufhaus des Westens Target Market in Germany

A data profile of the people who buy, follow and care about Kaufhaus des Westens in Germany — modelled from more than twelve digital signal sources. Kaufhaus des Westens has an estimated audience of 950,229 people in Germany.

#7among Department store in Germany#892among Brand in Germany#219in Shopping

The average Kaufhaus des Westens fan in Germany is 41.6 years old, more female, and lives primarily in Berlin.

The audience is concentrated in Berlin, Brandenburg, Nordrhein-Westfalen.

Top brand affinities include Times Square (Hong Kong), Macy's, J. C. Penney, with strongest over-indexing on Times Square (Hong Kong) (75× the country average).

Demographically, the Kaufhaus des Westens audience skews more female with an average age of 41.6, and over-indexes on personality traits such as Quality Awareness, Design Affinity.

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

The typical Kaufhaus des Westens fan in Germany is more female, around 41.6 years old, with strong Quality Awareness tendencies and a notable affinity for Times Square (Hong Kong).

Category: Shopping · Type: Brand · Subtype: Department store

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 Kaufhaus des Westens profile in Germany.

Audience size
950K
in Germany
Gender
67.3%♀
32.7% male
Age
41.6
average years
Country rank
#6826
Brand in Germany
Fig. 01

Search interest · 12-month trend

+296%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Kaufhaus des Westens

67.3% are female, 32.7% are male, average age 41.6.

Fig. 02

Gender split

67.3%
Female
32.7%
Male
Demographic split for Kaufhaus des Westens audience in Germany
MetricValue
Female67.3%
Male32.7%
Average age41.6
Estimated audience size950,229
Fig. 03

Age distribution

Ø 41.6
average years
Age distribution of the Kaufhaus des Westens audience in Germany
Age bracketShare%
16-198%
20-2921%
30-3925%
40-4928%
50+18%
Fig. 04

Worldwide distribution

84.4%

of the worldwide Kaufhaus des Westens audience comes from Germany.

Worldwide audience distribution share by country for Kaufhaus des Westens
CountryShare
Germany84.4%
Italy3.1%
United Kingdom2.3%
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 Kaufhaus des Westens audience in Germany is strongest.

Fig. 05

Top regions by affinity

Kaufhaus des Westens customers by region in Germany
#RegionReachAffinity×
01Berlin~400K13.62×
02Brandenburg~30K1.24×
03Bremen~4K0.69×
04Saarland~6K0.68×
05Thüringen~8K0.43×
06Mecklenburg-Vorpommern~6K0.43×
07Schleswig-Holstein~9K0.37×
08Sachsen-Anhalt~7K0.37×
09Rheinland-Pfalz~10K0.36×
10Hamburg~5K0.35×
11Sachsen~10K0.29×
12Hessen~10K0.23×
13Niedersachsen~10K0.22×
14Baden-Württemberg~20K0.20×
15Bayern~20K0.18×
16Nordrhein-Westfalen~20K0.16×
Fig. 06

Affinity by region

Affinity by region — Kaufhaus des Westens, Germany
0.16×1.00×13.62×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Kaufhaus des Westens audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Kaufhaus des Westens audience
#·InterestCategoryAffinity×
01Macy'sShopping101.63×
02Le Bon Marché Rive GaucheShopping81.25×
03Times Square (Hong Kong)Shopping75.00×
04FlannelFashion & Accessoires63.59×
05J. C. PenneyShopping50.41×
06MuutoHome & Garden46.25×
07Architectural design competitionHome & Garden39.31×
08Iris Von ArnimLiterature34.21×
09CassinaHome & Garden33.85×
10HangzhouTravel & Leisure18.18×
11Marina Bay SandsTravel & Leisure13.71×
12Polo Ralph LaurenFashion & Accessoires12.18×
13Transformers (comics)Literature12.04×
14Record labelMusic & Radio11.98×
15YouTube MusicInternet & Social Media11.46×
16Spring cleaningHome & Garden9.36×
17BathtubBeauty & Wellness8.05×
18Alexander ZverevSports6.73×
19Creative CommonsTechnology & Electronics5.93×
20HermèsFashion & Accessoires3.58×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Kaufhaus des Westens 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 Kaufhaus des Westens audience · What stands out
TraitClusterDeviationScore
Quality AwarenessPREMIUM3.21×
Design AffinityPREMIUM2.87×
Luxury OrientationPREMIUM2.10×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Kaufhaus des Westens audience · Rather not
TraitClusterDeviationScore
Need for SecurityCONSERVATISM0.67×
PatriotismCONSERVATISM0.77×
Social Media UsageJOY0.79×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Kaufhaus des Westens's target market in Germany?

Kaufhaus des Westens's target market in Germany covers an estimated 950,229 people, concentrated in Berlin and Brandenburg.

02

What is the gender split and age of Kaufhaus des Westens customers?

67.3% of the Kaufhaus des Westens audience are female, 32.7% are male, with an average age of 41.6 years.

03

Which brands do Kaufhaus des Westens fans like most?

Kaufhaus des Westens fans show strongest brand affinity for Times Square (Hong Kong) (75×), Macy's (101.63×), and J. C. Penney (50.41×) over the country average.

04

Where do Kaufhaus des Westens fans live in Germany?

Kaufhaus des Westens fans in Germany are most concentrated in Berlin (reach ~400K), Brandenburg (reach ~30K), and Nordrhein-Westfalen (reach ~20K). These three regions account for the largest share of the active audience.

05

What other brands do Kaufhaus des Westens fans also like?

Beyond Kaufhaus des Westens itself, the audience over-indexes on Macy's (101.63×), J. C. Penney (50.41×), YouTube Music (11.46×), and Record label (11.98×) compared to the Germany average.

Appendix

Explore more audiences

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

More Department store audiences in Germany

See Kaufhaus des Westens audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for Kaufhaus des Westens. 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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