Rascasse Audience Intelligence

Massimo Dutti Target Market in Germany

A data profile of the people who buy, follow and care about Massimo Dutti in Germany — modelled from more than twelve digital signal sources. Massimo Dutti has an estimated audience of 2,121,635 people in Germany.

#3among Mainstream fashion shop in Germany#384among Brand in Germany#120in Shopping

The average Massimo Dutti fan in Germany is 35.1 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Gina Tricot, Stradivarius, COS, with strongest over-indexing on Gina Tricot (22.1× the country average).

Demographically, the Massimo Dutti audience skews more female with an average age of 35.1, and over-indexes on personality traits such as Design Affinity, Creativity.

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

The typical Massimo Dutti fan in Germany is more female, around 35.1 years old, with strong Design Affinity tendencies and a notable affinity for Gina Tricot.

Category: Shopping · Type: Brand · Subtype: Mainstream fashion shop

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 Massimo Dutti profile in Germany.

Audience size
2.1M
in Germany
Gender
72.3%♀
27.7% male
Age
35.1
average years
Country rank
#3154
Brand in Germany
Fig. 01

Search interest · 12-month trend

+18%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Massimo Dutti

72.3% are female, 27.7% are male, average age 35.1.

Fig. 02

Gender split

72.3%
Female
27.7%
Male
Demographic split for Massimo Dutti audience in Germany
MetricValue
Female72.3%
Male27.7%
Average age35.1
Estimated audience size2,121,635
Fig. 03

Age distribution

Ø 35.1
average years
Age distribution of the Massimo Dutti audience in Germany
Age bracketShare%
16-1927%
20-2924%
30-3920%
40-4918%
50+11%
Fig. 04

Worldwide distribution

8.2%

of the worldwide Massimo Dutti audience comes from Germany.

Worldwide audience distribution share by country for Massimo Dutti
CountryShare
Spain16.8%
Germany8.2%
Italy6.7%
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 Massimo Dutti audience in Germany is strongest.

Fig. 05

Top regions by affinity

Massimo Dutti customers by region in Germany
#RegionReachAffinity×
01Hamburg~100K2.42×
02Berlin~200K1.97×
03Hessen~200K1.41×
04Bayern~500K1.40×
05Nordrhein-Westfalen~500K1.20×
06Baden-Württemberg~300K1.19×
07Bremen~20K0.96×
08Schleswig-Holstein~70K0.90×
09Rheinland-Pfalz~90K0.83×
10Niedersachsen~200K0.80×
11Brandenburg~40K0.62×
12Saarland~20K0.62×
13Sachsen~50K0.50×
14Mecklenburg-Vorpommern~20K0.47×
15Sachsen-Anhalt~20K0.41×
16Thüringen~20K0.40×
Fig. 06

Affinity by region

Affinity by region — Massimo Dutti, Germany
0.40×1.00×2.42×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Massimo Dutti audience
#·InterestCategoryAffinity×
01Gina TricotFashion & Accessoires22.10×
02WE FashionFashion & Accessoires21.84×
03MARC CAINFashion & Accessoires21.39×
04EscadaFashion & Accessoires20.72×
05Lala BerlinFashion & Accessoires20.16×
06G-StarFashion & Accessoires19.57×
07StradivariusShopping17.22×
08Steve MaddenFashion & Accessoires16.45×
09Max MaraFashion & Accessoires16.41×
10OyshoFashion & Accessoires16.31×
11COSShopping13.28×
12Ted BakerFashion & Accessoires12.92×
13Tom TailorFashion & Accessoires10.85×
14BershkaShopping10.72×
15S.OliverFashion & Accessoires9.73×
16LacosteFashion & Accessoires8.62×
17PrimarkShopping5.68×
18C&AShopping5.61×
19BreuningerFashion & Accessoires4.33×
20H&MShopping3.35×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Massimo Dutti 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 Massimo Dutti audience · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM2.25×
CreativityOPEN1.99×
Price SensitivityPREMIUM1.73×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Massimo Dutti audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.45×
Need for SecurityCONSERVATISM0.62×
SpiritualityBALANCE0.67×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Massimo Dutti's target market in Germany?

Massimo Dutti's target market in Germany covers an estimated 2,121,635 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Massimo Dutti customers?

72.3% of the Massimo Dutti audience are female, 27.7% are male, with an average age of 35.1 years.

03

Which brands do Massimo Dutti fans like most?

Massimo Dutti fans show strongest brand affinity for Gina Tricot (22.1×), Stradivarius (17.22×), and COS (13.28×) over the country average.

04

Where do Massimo Dutti fans live in Germany?

Massimo Dutti fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~500K), Bayern (reach ~500K), and Baden-Württemberg (reach ~300K). These three regions account for the largest share of the active audience.

05

What other brands do Massimo Dutti fans also like?

Beyond Massimo Dutti itself, the audience over-indexes on Stradivarius (17.22×), COS (13.28×), WE Fashion (21.84×), and Oysho (16.31×) compared to the Germany average.

Appendix

Explore more audiences

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

More Mainstream fashion shop audiences in Germany

See Massimo Dutti audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for Massimo Dutti. 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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