Rascasse Audience Intelligence

Mytheresa.com Target Market in Germany

A data profile of the people who buy, follow and care about Mytheresa.com in Germany — modelled from more than twelve digital signal sources. Mytheresa.com has an estimated audience of 1,182,598 people in Germany.

#2among Luxury fashion shop in Germany#719among Brand in Germany#192in Shopping

The average Mytheresa.com fan in Germany is 31.6 years old, more female, and lives primarily in Bayern.

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

Top brand affinities include Social shopping, Marni (clothing), Comme des Garçons, with strongest over-indexing on Social shopping (114.37× the country average).

Demographically, the Mytheresa.com audience skews more female with an average age of 31.6, and over-indexes on personality traits such as Urban Lifestyle, Design Affinity.

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

The typical Mytheresa.com fan in Germany is more female, around 31.6 years old, with strong Urban Lifestyle tendencies and a notable affinity for Social shopping.

Category: Shopping · Type: Brand · Subtype: Luxury 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 Mytheresa.com profile in Germany.

Audience size
1.2M
in Germany
Gender
66.4%♀
33.6% male
Age
31.6
average years
Country rank
#5603
Brand in Germany
Fig. 01

Search interest · 12-month trend

-10%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Mytheresa.com

66.4% are female, 33.6% are male, average age 31.6.

Fig. 02

Gender split

66.4%
Female
33.6%
Male
Demographic split for Mytheresa.com audience in Germany
MetricValue
Female66.4%
Male33.6%
Average age31.6
Estimated audience size1,182,598
Fig. 03

Age distribution

Ø 31.6
average years
Age distribution of the Mytheresa.com audience in Germany
Age bracketShare%
16-1940%
20-2922%
30-3917%
40-4914%
50+7%
Fig. 04

Worldwide distribution

33.9%

of the worldwide Mytheresa.com audience comes from Germany.

Worldwide audience distribution share by country for Mytheresa.com
CountryShare
Germany33.9%
Greece8.3%
Switzerland6.1%
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 Mytheresa.com audience in Germany is strongest.

Fig. 05

Top regions by affinity

Mytheresa.com customers by region in Germany
#RegionReachAffinity×
01Bayern~400K2.27×
02Hamburg~40K1.55×
03Hessen~100K1.34×
04Berlin~70K1.32×
05Baden-Württemberg~200K1.13×
06Sachsen~60K1.11×
07Nordrhein-Westfalen~300K1.03×
08Bremen~10K1.00×
09Rheinland-Pfalz~50K0.81×
10Saarland~10K0.80×
11Schleswig-Holstein~30K0.76×
12Niedersachsen~80K0.73×
13Sachsen-Anhalt~20K0.66×
14Brandenburg~20K0.55×
15Mecklenburg-Vorpommern~10K0.55×
16Thüringen~20K0.52×
Fig. 06

Affinity by region

Affinity by region — Mytheresa.com, Germany
0.52×1.00×2.27×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Mytheresa.com audience
#·InterestCategoryAffinity×
01Social shoppingShopping114.37×
02Marni (clothing)Fashion & Accessoires104.92×
03Loewe AGTechnology & Electronics96.65×
04Proenza SchoulerFashion & Accessoires68.67×
05Comme des GarçonsFashion & Accessoires35.49×
06Stella McCartneyFashion & Accessoires32.01×
07FarfetchShopping29.75×
08Vivienne WestwoodFashion & Accessoires28.84×
09BalmainFashion & Accessoires24.20×
10Shopping channelMovies & TV23.02×
11CélineFashion & Accessoires22.32×
12Tory BurchFashion & Accessoires21.21×
13Moving companyHome & Garden20.00×
14Miu MiuFashion & Accessoires19.51×
15MoschinoFashion & Accessoires19.10×
16ChloéFashion & Accessoires16.52×
17Net-a-PorterShopping15.88×
18BalenciagaFashion & Accessoires11.80×
19HermèsFashion & Accessoires10.65×
20COSShopping10.34×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Mytheresa.com 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 Mytheresa.com audience · What stands out
TraitClusterDeviationScore
Urban LifestyleOPEN8.71×
Design AffinityPREMIUM5.17×
Luxury OrientationPREMIUM4.42×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Mytheresa.com audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.28×
Need for SecurityCONSERVATISM0.46×
Social Media UsageJOY0.83×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Mytheresa.com's target market in Germany?

Mytheresa.com's target market in Germany covers an estimated 1,182,598 people, concentrated in Bayern and Nordrhein-Westfalen.

02

What is the gender split and age of Mytheresa.com customers?

66.4% of the Mytheresa.com audience are female, 33.6% are male, with an average age of 31.6 years.

03

Which brands do Mytheresa.com fans like most?

Mytheresa.com fans show strongest brand affinity for Social shopping (114.37×), Marni (clothing) (104.92×), and Comme des Garçons (35.49×) over the country average.

04

Where do Mytheresa.com fans live in Germany?

Mytheresa.com fans in Germany are most concentrated in Bayern (reach ~400K), Nordrhein-Westfalen (reach ~300K), and Baden-Württemberg (reach ~200K). These three regions account for the largest share of the active audience.

05

What other brands do Mytheresa.com fans also like?

Beyond Mytheresa.com itself, the audience over-indexes on Marni (clothing) (104.92×), Comme des Garçons (35.49×), Hermès (10.65×), and Stella McCartney (32.01×) compared to the Germany average.

Appendix

Explore more audiences

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

More Luxury fashion shop audiences in Germany

See Mytheresa.com audiences in other countries

How to read this data

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