Rascasse Audience Intelligence

Missguided Target Market in Germany

A data profile of the people who buy, follow and care about Missguided in Germany — modelled from more than twelve digital signal sources. Missguided has an estimated audience of 332,485 people in Germany.

#2055among Brand in Germany#763in Fashion & Accessoires

The average Missguided fan in Germany is 27.1 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Primark, Stradivarius, Uniqlo, with strongest over-indexing on Primark (16.64× the country average).

Demographically, the Missguided audience skews more female with an average age of 27.1, and over-indexes on personality traits such as Early Adopter Mentality, Sustainability.

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

The typical Missguided fan in Germany is more female, around 27.1 years old, with strong Early Adopter Mentality tendencies and a notable affinity for Primark.

Category: Fashion & Accessoires · Type: Brand

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 Missguided profile in Germany.

Audience size
332K
in Germany
Gender
67.6%♀
32.4% male
Age
27.1
average years
Country rank
#16105
Brand in Germany
Fig. 01

Search interest · 12-month trend

-36%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Missguided

67.6% are female, 32.4% are male, average age 27.1.

Fig. 02

Gender split

67.6%
Female
32.4%
Male
Demographic split for Missguided audience in Germany
MetricValue
Female67.6%
Male32.4%
Average age27.1
Estimated audience size332,485
Fig. 03

Age distribution

Ø 27.1
average years
Age distribution of the Missguided audience in Germany
Age bracketShare%
16-1955%
20-2922%
30-3912%
40-498%
50+3%
Fig. 04

Worldwide distribution

5.1%

of the worldwide Missguided audience comes from Germany.

Worldwide audience distribution share by country for Missguided
CountryShare
United Kingdom32.2%
United States27.2%
France5.7%
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 Missguided audience in Germany is strongest.

Fig. 05

Top regions by affinity

Missguided customers by region in Germany
#RegionReachAffinity×
01Hamburg~10K1.40×
02Berlin~20K1.30×
03Nordrhein-Westfalen~90K1.29×
04Baden-Württemberg~60K1.26×
05Hessen~30K1.26×
06Bremen~3K1.21×
07Bayern~60K1.10×
08Rheinland-Pfalz~20K1.07×
09Niedersachsen~30K1.06×
10Schleswig-Holstein~10K1.01×
11Saarland~4K0.87×
12Brandenburg~8K0.80×
13Mecklenburg-Vorpommern~5K0.76×
14Thüringen~6K0.72×
15Sachsen~10K0.71×
16Sachsen-Anhalt~6K0.67×
Fig. 06

Affinity by region

Affinity by region — Missguided, Germany
0.67×1.00×1.40×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Missguided audience
#·InterestCategoryAffinity×
01Very (online retailer)Website / Newspaper / Magazine37.11×
02Water qualityHome & Garden30.71×
03Jaden SmithMovies & TV27.59×
04G-StarFashion & Accessoires27.29×
05Michael B. JordanMovies & TV22.13×
06DesigualFashion & Accessoires20.19×
07Pepe JeansFashion & Accessoires19.17×
08OyshoFashion & Accessoires18.39×
09Creative entrepreneurshipBusiness & Career18.13×
10Outside (magazine)Home & Garden18.12×
11StradivariusShopping17.44×
12PrimarkShopping16.64×
13Massimo DuttiShopping16.27×
14COSShopping12.90×
15Urban OutfittersShopping12.81×
16UniqloShopping12.15×
17TicketmasterTravel & Leisure11.66×
18Western wearFashion & Accessoires11.25×
19HermèsFashion & Accessoires7.99×
20RedditInternet & Social Media7.99×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Missguided 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 Missguided audience · What stands out
TraitClusterDeviationScore
Early Adopter MentalityPOWER3.70×
SustainabilityBALANCE2.38×
MindfulnessBALANCE1.95×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Missguided audience · Rather not
TraitClusterDeviationScore
Need for SecurityCONSERVATISM0.45×
PatriotismCONSERVATISM0.48×
Risk AppetiteTHRILL0.65×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Missguided's target market in Germany?

Missguided's target market in Germany covers an estimated 332,485 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Missguided customers?

67.6% of the Missguided audience are female, 32.4% are male, with an average age of 27.1 years.

03

Which brands do Missguided fans like most?

Missguided fans show strongest brand affinity for Primark (16.64×), Stradivarius (17.44×), and Uniqlo (12.15×) over the country average.

04

Where do Missguided fans live in Germany?

Missguided fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~90K), Bayern (reach ~60K), and Baden-Württemberg (reach ~60K). These three regions account for the largest share of the active audience.

05

What other brands do Missguided fans also like?

Beyond Missguided itself, the audience over-indexes on Stradivarius (17.44×), Uniqlo (12.15×), Hermès (7.99×), and Very (online retailer) (37.11×) compared to the Germany average.

Appendix

Explore more audiences

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

More Fashion & Accessoires audiences in Germany

See Missguided audiences in other countries

How to read this data

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