MCM Audience in Germany
MCM has an estimated audience of 780,288 people in Germany. 66.7% are female, 33.3% are male, average age 35.5. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Mulberry (company), Business class, Hermès, B&B Italia, Standup paddleboarding.
The average MCM fan in Germany is 35.5 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Mulberry (company), Business class, Hermès, with strongest over-indexing on Mulberry (company) (68.41× the country average). Demographically, the MCM audience skews more female with an average age of 35.5, and over-indexes on personality traits such as Quality Awareness, Luxury Orientation. 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: Luxury fashion
Demographics of MCM fans
| Metric | Value |
|---|---|
| Female | 66.7% |
| Male | 33.3% |
| Average age | 35.5 |
| Estimated audience size | 780,288 |
Audience persona
The typical MCM fan in Germany is more female, around 35.5 years old, with strong Quality Awareness tendencies and a notable affinity for Mulberry (company).
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 242,729 | 1.42× |
| Bayern | 175,076 | 1.4× |
| Baden-Württemberg | 125,448 | 1.18× |
| Hessen | 86,025 | 1.45× |
| Niedersachsen | 70,242 | 0.93× |
| Berlin | 46,841 | 1.34× |
| Rheinland-Pfalz | 39,948 | 1.02× |
| Hamburg | 26,638 | 1.51× |
| Schleswig-Holstein | 24,340 | 0.87× |
| Sachsen | 19,991 | 0.52× |
| Brandenburg | 17,823 | 0.74× |
| Saarland | 11,209 | 1.17× |
| Sachsen-Anhalt | 10,681 | 0.53× |
| Thüringen | 9,946 | 0.5× |
| Mecklenburg-Vorpommern | 7,795 | 0.52× |
| Bremen | 6,057 | 0.91× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Mulberry (company) | 68.41× | Fashion & Accessoires |
| Business class | 9.15× | Travel & Leisure |
| Hermès | 4.44× | Fashion & Accessoires |
| B&B Italia | 38.31× | Home & Garden |
| Standup paddleboarding | 7.76× | Sports |
| Pandora | 5.63× | Fashion & Accessoires |
| TikTok | 1.88× | Internet & Social Media |
| Luxury Watches | 6.68× | Fashion & Accessoires |
| Christian Louboutin | 9.58× | Fashion & Accessoires |
| Balmain | 9.13× | Fashion & Accessoires |
| First class travel | 4.29× | Travel & Leisure |
| Fendi | 6.28× | Fashion & Accessoires |
| Gina Tricot | 5.43× | Fashion & Accessoires |
| Omega | 6.54× | Fashion & Accessoires |
| FIS Alpine Ski World Cup | 6.59× | Sports |
| Louis Vuitton | 3.05× | Fashion & Accessoires |
| IKEA | 1.9× | Home & Garden |
| Maison Margiela | 7.56× | Fashion & Accessoires |
| Breuninger | 2.55× | Fashion & Accessoires |
| Rolex | 3.74× | Fashion & Accessoires |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Quality Awareness | PREMIUM | 3.44 |
| Luxury Orientation | PREMIUM | 2.75 |
| Sustainability | BALANCE | 1.91 |
| Design Affinity | PREMIUM | 1.72 |
| DIY Mentality | THRILL | 1.49 |
| Indulgence | JOY | 1.45 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 32.7% |
| Germany | 16.8% |
| Japan | 16.4% |
See MCM audiences in other countries
More Luxury fashion audiences in Germany
- Hermès (11,938,967)
- Breuninger (9,291,974)
- Louis Vuitton (7,510,785)
- Gucci (5,055,835)
- Chanel (4,346,847)
Frequently asked questions
How many fans does MCM have in Germany?
MCM has an estimated audience of 780,288 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of MCM fans?
66.7% of MCM fans are female, 33.3% are male, with an average age of 35.5 years.
Which brands do MCM fans like most?
MCM fans show strongest brand affinity for Mulberry (company) (68.41×), Business class (9.15×), and Hermès (4.44×) over the country average.
Where do MCM fans live in Germany?
MCM fans in Germany are most concentrated in Nordrhein-Westfalen (reach 242,729), Bayern (reach 175,076), and Baden-Württemberg (reach 125,448). These three regions account for the largest share of the active audience.
What other brands do MCM fans also like?
Beyond MCM itself, the audience over-indexes on Business class (9.15×), Hermès (4.44×), B&B Italia (38.31×), and Standup paddleboarding (7.76×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for MCM. 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.