Rascasse Audience Intelligence

Missoni Target Market in Germany

A data profile of the people who buy, follow and care about Missoni in Germany — modelled from more than twelve digital signal sources. Missoni has an estimated audience of 366,089 people in Germany.

#48among Luxury fashion in Germany#1914among Brand in Germany#709in Fashion & Accessoires

The average Missoni fan in Germany is 33.8 years old, more female, and lives primarily in Bayern.

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

Top brand affinities include DKNY, rugby, Longchamp, with strongest over-indexing on DKNY (44.53× the country average).

Demographically, the Missoni audience skews more female with an average age of 33.8, 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.

The typical Missoni fan in Germany is more female, around 33.8 years old, with strong Quality Awareness tendencies and a notable affinity for DKNY.

Category: Fashion & Accessoires · Type: Brand · Subtype: Luxury fashion

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 Missoni profile in Germany.

Audience size
366K
in Germany
Gender
63.0%♀
37.0% male
Age
33.8
average years
Country rank
#15032
Brand in Germany
Fig. 01

Search interest · 12-month trend

+42%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Missoni

63.0% are female, 37.0% are male, average age 33.8.

Fig. 02

Gender split

63.0%
Female
37.0%
Male
Demographic split for Missoni audience in Germany
MetricValue
Female63.0%
Male37.0%
Average age33.8
Estimated audience size366,089
Fig. 03

Age distribution

Ø 33.8
average years
Age distribution of the Missoni audience in Germany
Age bracketShare%
16-1933%
20-2922%
30-3919%
40-4916%
50+10%
Fig. 04

Worldwide distribution

5.5%

of the worldwide Missoni audience comes from Germany.

Worldwide audience distribution share by country for Missoni
CountryShare
United States33.1%
Italy12.8%
United Kingdom8.9%
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 Missoni audience in Germany is strongest.

Fig. 05

Top regions by affinity

Missoni customers by region in Germany
#RegionReachAffinity×
01Hamburg~20K1.97×
02Bayern~100K1.68×
03Berlin~30K1.61×
04Hessen~40K1.37×
05Baden-Württemberg~60K1.22×
06Nordrhein-Westfalen~90K1.15×
07Bremen~3K0.99×
08Schleswig-Holstein~10K0.95×
09Saarland~4K0.88×
10Rheinland-Pfalz~20K0.84×
11Niedersachsen~30K0.79×
12Brandenburg~8K0.71×
13Mecklenburg-Vorpommern~5K0.67×
14Sachsen~10K0.64×
15Sachsen-Anhalt~6K0.64×
16Thüringen~6K0.63×
Fig. 06

Affinity by region

Affinity by region — Missoni, Germany
0.63×1.00×1.97×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Missoni audience
#·InterestCategoryAffinity×
01DKNYFashion & Accessoires44.53×
02Brunello CucinelliFashion & Accessoires33.39×
03Saatchi ArtArts & Culture29.41×
04Pinko (fashion)Fashion & Accessoires28.12×
05Donatella VersaceFashion & Accessoires27.27×
06LongchampFashion & Accessoires25.15×
07rugbySports22.88×
08MoschinoFashion & Accessoires22.51×
09Victoria BeckhamFashion & Accessoires20.44×
10Vivienne WestwoodFashion & Accessoires19.71×
11LuxuryFashion & Accessoires15.90×
12Stella McCartneyFashion & Accessoires15.41×
13Travel insuranceTravel & Leisure15.17×
14Miu MiuFashion & Accessoires14.84×
15RevenueBusiness & Career13.95×
16WalletFashion & Accessoires12.22×
17MonclerFashion & Accessoires11.91×
18LOEWEFashion & Accessoires11.38×
19BalenciagaFashion & Accessoires9.74×
20HermèsFashion & Accessoires7.87×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Missoni 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 Missoni audience · What stands out
TraitClusterDeviationScore
Quality AwarenessPREMIUM5.77×
Luxury OrientationPREMIUM4.85×
TravellingTHRILL3.30×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Missoni audience · Rather not
TraitClusterDeviationScore
Need for SecurityCONSERVATISM0.86×
PatriotismCONSERVATISM0.89×
Pet OwnershipJOY1.05×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Missoni's target market in Germany?

Missoni's target market in Germany covers an estimated 366,089 people, concentrated in Bayern and Nordrhein-Westfalen.

02

What is the gender split and age of Missoni customers?

63.0% of the Missoni audience are female, 37.0% are male, with an average age of 33.8 years.

03

Which brands do Missoni fans like most?

Missoni fans show strongest brand affinity for DKNY (44.53×), rugby (22.88×), and Longchamp (25.15×) over the country average.

04

Where do Missoni fans live in Germany?

Missoni fans in Germany are most concentrated in Bayern (reach ~100K), Nordrhein-Westfalen (reach ~90K), and Baden-Württemberg (reach ~60K). These three regions account for the largest share of the active audience.

05

What other brands do Missoni fans also like?

Beyond Missoni itself, the audience over-indexes on rugby (22.88×), Longchamp (25.15×), Hermès (7.87×), and Moschino (22.51×) compared to the Germany average.

Appendix

Explore more audiences

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

More Luxury fashion audiences in Germany

See Missoni audiences in other countries

How to read this data

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