Oysho Target Market in Germany
A data profile of the people who buy, follow and care about Oysho in Germany — modelled from more than twelve digital signal sources. Oysho has an estimated audience of 2,199,370 people in Germany.
The average Oysho fan in Germany is 36.9 years old, more female, and lives primarily in Nordrhein-Westfalen.
The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg.
Top brand affinities include Gina Tricot, WE Fashion, Stradivarius, with strongest over-indexing on Gina Tricot (20.77× the country average).
Demographically, the Oysho audience skews more female with an average age of 36.9, and over-indexes on personality traits such as Design Affinity, Sustainability.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical Oysho fan in Germany is more female, around 36.9 years old, with strong Design Affinity tendencies and a notable affinity for Gina Tricot.
At a glance
The key figures that characterise the Oysho profile in Germany.
Search interest · 12-month trend
Customer demographics of Oysho
75.7% are female, 24.3% are male, average age 36.9.
Gender split
| Metric | Value |
|---|---|
| Female | 75.7% |
| Male | 24.3% |
| Average age | 36.9 |
| Estimated audience size | 2,199,370 |
Age distribution
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 22% | |
| 20-29 | 24% | |
| 30-39 | 22% | |
| 40-49 | 20% | |
| 50+ | 13% |
Geography
Where the Oysho audience in Germany is strongest.
Top regions by affinity
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Berlin | ~300K | 2.88× | |
| 02 | Hamburg | ~100K | 2.37× | |
| 03 | Hessen | ~200K | 1.37× | |
| 04 | Bayern | ~500K | 1.33× | |
| 05 | Baden-Württemberg | ~300K | 1.07× | |
| 06 | Nordrhein-Westfalen | ~500K | 1.02× | |
| 07 | Bremen | ~20K | 0.91× | |
| 08 | Rheinland-Pfalz | ~80K | 0.75× | |
| 09 | Schleswig-Holstein | ~60K | 0.75× | |
| 10 | Brandenburg | ~50K | 0.71× | |
| 11 | Niedersachsen | ~100K | 0.66× | |
| 12 | Sachsen | ~70K | 0.64× | |
| 13 | Saarland | ~20K | 0.60× | |
| 14 | Mecklenburg-Vorpommern | ~20K | 0.51× | |
| 15 | Thüringen | ~30K | 0.48× | |
| 16 | Sachsen-Anhalt | ~30K | 0.47× |
Affinity by region
Audience interests & affinities
The strongest cross-interests of the Oysho audience — brands, topics and people combined.
Top cross-interests, ranked by affinity
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | WE Fashion | Fashion & Accessoires | 21.45× | ||
| 02 | Gina Tricot | Fashion & Accessoires | 20.77× | ||
| 03 | Lala Berlin | Fashion & Accessoires | 20.42× | ||
| 04 | Lindex | Fashion & Accessoires | 19.29× | ||
| 05 | MARC CAIN | Fashion & Accessoires | 18.67× | ||
| 06 | Max Mara | Fashion & Accessoires | 14.58× | ||
| 07 | Massimo Dutti | Shopping | 13.20× | ||
| 08 | Stradivarius | Shopping | 12.36× | ||
| 09 | COS | Shopping | 11.35× | ||
| 10 | Bershka | Shopping | 10.57× | ||
| 11 | Calvin Klein | Fashion & Accessoires | 7.63× | ||
| 12 | Mango | Shopping | 7.59× | ||
| 13 | Panties | Fashion & Accessoires | 7.39× | ||
| 14 | Intimissimi | Fashion & Accessoires | 7.06× | ||
| 15 | S.Oliver | Fashion & Accessoires | 6.93× | ||
| 16 | Undergarment | Fashion & Accessoires | 6.84× | ||
| 17 | Designer clothing | Fashion & Accessoires | 6.69× | ||
| 18 | C&A | Shopping | 6.15× | ||
| 19 | Tommy Hilfiger | Fashion & Accessoires | 5.67× | ||
| 20 | Zara | Shopping | 5.47× |
Personality of the Oysho audience
Values above 1.00× are above the country average, values below 1.00× below it.
Deviation from the national baseline
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 2.56× | |
| Sustainability | BALANCE | 2.13× | |
| Creativity | OPEN | 1.74× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.45× | |
| Risk Appetite | THRILL | 0.46× | |
| Patriotism | CONSERVATISM | 0.46× |
Frequently asked questions
Who is Oysho's target market in Germany?
Oysho's target market in Germany covers an estimated 2,199,370 people, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Oysho customers?
75.7% of the Oysho audience are female, 24.3% are male, with an average age of 36.9 years.
Which brands do Oysho fans like most?
Oysho fans show strongest brand affinity for Gina Tricot (20.77×), WE Fashion (21.45×), and Stradivarius (12.36×) over the country average.
Where do Oysho fans live in Germany?
Oysho fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~500K), Bayern (reach ~500K), and Baden-Württemberg (reach ~300K). These three regions account for the largest share of the active audience.
What other brands do Oysho fans also like?
Beyond Oysho itself, the audience over-indexes on WE Fashion (21.45×), Stradivarius (12.36×), COS (11.35×), and Bershka (10.57×) compared to the Germany average.
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How to read this data
Audience size is the estimated number of people in Germany who actively search for Oysho. 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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