Net-a-Porter Audience in Germany
Net-a-Porter has an estimated audience of 1,560,466 people in Germany. 64.1% are female, 35.9% are male, average age 33.5. Top regions: Bayern, Nordrhein-Westfalen, Baden-Württemberg. Top brand affinities: Hermès, Mytheresa.com, Céline, Anthropologie, Isabel Marant.
The average Net-a-Porter fan in Germany is 33.5 years old, more female, and lives primarily in Bayern. The audience is concentrated in Bayern, Nordrhein-Westfalen, Baden-Württemberg. Top brand affinities include Hermès, Mytheresa.com, Céline, with strongest over-indexing on Hermès (5.13× the country average). Demographically, the Net-a-Porter audience skews more female with an average age of 33.5, and over-indexes on personality traits such as Design Affinity, Quality Awareness. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Shopping · Type: Brand · Subtype: Luxury fashion shop
Demographics of Net-a-Porter fans
| Metric | Value |
|---|---|
| Female | 64.1% |
| Male | 35.9% |
| Average age | 33.5 |
| Estimated audience size | 1,560,466 |
Audience persona
The typical Net-a-Porter fan in Germany is more female, around 33.5 years old, with strong Design Affinity tendencies and a notable affinity for Hermès.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Bayern | 385,215 | 1.54× |
| Nordrhein-Westfalen | 356,546 | 1.04× |
| Baden-Württemberg | 234,534 | 1.1× |
| Hessen | 163,330 | 1.37× |
| Berlin | 139,364 | 2× |
| Niedersachsen | 115,361 | 0.76× |
| Hamburg | 68,593 | 1.95× |
| Rheinland-Pfalz | 63,792 | 0.82× |
| Brandenburg | 45,740 | 0.94× |
| Schleswig-Holstein | 44,871 | 0.8× |
| Sachsen | 36,519 | 0.48× |
| Thüringen | 21,078 | 0.53× |
| Mecklenburg-Vorpommern | 17,619 | 0.59× |
| Saarland | 16,556 | 0.86× |
| Sachsen-Anhalt | 15,938 | 0.39× |
| Bremen | 10,978 | 0.82× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Hermès | 5.13× | Fashion & Accessoires |
| Mytheresa.com | 13.71× | Shopping |
| Céline | 13.5× | Fashion & Accessoires |
| Anthropologie | 10.73× | Shopping |
| Isabel Marant | 8.29× | Fashion & Accessoires |
| Chloé | 8.77× | Fashion & Accessoires |
| Fashionette | 10.94× | Shopping |
| Breuninger | 3.48× | Fashion & Accessoires |
| Arts and music | 1.74× | Arts & Culture |
| LOEWE | 7.14× | Fashion & Accessoires |
| COS | 5.17× | Shopping |
| Polo shirt | 8.75× | Fashion & Accessoires |
| Louis Vuitton | 3.29× | Fashion & Accessoires |
| Designer clothing | 3.99× | Fashion & Accessoires |
| Ready-to-wear | 6.45× | Fashion & Accessoires |
| Carolina Herrera (fashion designer) | 10.78× | Fashion & Accessoires |
| Zara | 2.96× | Shopping |
| Massimo Dutti | 5.85× | Shopping |
| Valentino | 7.64× | Fashion & Accessoires |
| Givenchy | 5.52× | Fashion & Accessoires |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Design Affinity | PREMIUM | 2.24 |
| Quality Awareness | PREMIUM | 1.69 |
| Sustainability | BALANCE | 1.64 |
| Luxury Orientation | PREMIUM | 1.6 |
| Career Orientation | POWER | 1.58 |
| Creativity | OPEN | 1.55 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 44.3% |
| United Kingdom | 18.0% |
| Germany | 7.4% |
See Net-a-Porter audiences in other countries
More Luxury fashion shop audiences in Germany
- Mytheresa.com (1,185,970)
- Farfetch (752,370)
- Mr. Porter (303,230)
- SSENSE (274,152)
- Harrods (4,672)
Frequently asked questions
How many fans does Net-a-Porter have in Germany?
Net-a-Porter has an estimated audience of 1,560,466 people in Germany, concentrated in Bayern and Nordrhein-Westfalen.
What is the gender split and age of Net-a-Porter fans?
64.1% of Net-a-Porter fans are female, 35.9% are male, with an average age of 33.5 years.
Which brands do Net-a-Porter fans like most?
Net-a-Porter fans show strongest brand affinity for Hermès (5.13×), Mytheresa.com (13.71×), and Céline (13.5×) over the country average.
Where do Net-a-Porter fans live in Germany?
Net-a-Porter fans in Germany are most concentrated in Bayern (reach 385,215), Nordrhein-Westfalen (reach 356,546), and Baden-Württemberg (reach 234,534). These three regions account for the largest share of the active audience.
What other brands do Net-a-Porter fans also like?
Beyond Net-a-Porter itself, the audience over-indexes on Mytheresa.com (13.71×), Céline (13.5×), Anthropologie (10.73×), and Isabel Marant (8.29×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Net-a-Porter. 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.