Rick Owens Audience in Germany
Rick Owens has an estimated audience of 449,639 people in Germany. 50.3% are female, 49.7% are male, average age 31.4. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Issey Miyake, Jil Sander (brand), Hermès, Alexander McQueen (brand), Maison Margiela.
The average Rick Owens fan in Germany is 31.4 years old, balanced, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Issey Miyake, Jil Sander (brand), Hermès, with strongest over-indexing on Issey Miyake (40.91× the country average). Demographically, the Rick Owens audience skews balanced with an average age of 31.4, and over-indexes on personality traits such as Early Adopter Mentality, Design Affinity. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Fashion & Accessoires · Type: Brand · Subtype: Luxury fashion
Demographics of Rick Owens fans
| Metric | Value |
|---|---|
| Female | 50.3% |
| Male | 49.7% |
| Average age | 31.4 |
| Estimated audience size | 449,639 |
Audience persona
The typical Rick Owens fan in Germany is balanced, around 31.4 years old, with strong Early Adopter Mentality tendencies and a notable affinity for Issey Miyake.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 118,045 | 1.2× |
| Bayern | 95,213 | 1.32× |
| Baden-Württemberg | 71,811 | 1.17× |
| Hessen | 45,303 | 1.32× |
| Niedersachsen | 38,328 | 0.88× |
| Berlin | 36,135 | 1.8× |
| Rheinland-Pfalz | 19,965 | 0.89× |
| Sachsen | 16,227 | 0.74× |
| Schleswig-Holstein | 13,967 | 0.87× |
| Hamburg | 13,725 | 1.35× |
| Brandenburg | 10,032 | 0.72× |
| Sachsen-Anhalt | 8,179 | 0.7× |
| Thüringen | 7,084 | 0.62× |
| Mecklenburg-Vorpommern | 5,035 | 0.59× |
| Saarland | 4,391 | 0.8× |
| Bremen | 4,060 | 1.06× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Issey Miyake | 40.91× | Fashion & Accessoires |
| Jil Sander (brand) | 45.11× | Fashion & Accessoires |
| Hermès | 6.26× | Fashion & Accessoires |
| Alexander McQueen (brand) | 30× | Fashion & Accessoires |
| Maison Margiela | 17.82× | Fashion & Accessoires |
| Yohji Yamamoto | 45.09× | Fashion & Accessoires |
| Business class | 8.42× | Travel & Leisure |
| Ann Demeulemeester | 60.82× | Fashion & Accessoires |
| Raf Simons | 31.62× | Fashion & Accessoires |
| Marni (clothing) | 29.09× | Fashion & Accessoires |
| John Galliano | 51.15× | Fashion & Accessoires |
| Philipp Plein | 19.41× | Fashion & Accessoires |
| Haider Ackermann | 78.22× | Fashion & Accessoires |
| Gianni Versace | 37.72× | Fashion & Accessoires |
| Kiernan Shipka | 20× | Movies & TV |
| Galeries Lafayette | 13.6× | Shopping |
| Deutschrap | 6.55× | Music & Radio |
| High-net-worth individual | 11.49× | Business & Career |
| Footwear | 3.75× | Fashion & Accessoires |
| Iris van Herpen | 68.69× | Fashion & Accessoires |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Early Adopter Mentality | POWER | 2.98 |
| Design Affinity | PREMIUM | 2.49 |
| Quality Awareness | PREMIUM | 2.36 |
| Sustainability | BALANCE | 2.24 |
| Career Orientation | POWER | 2.14 |
| Luxury Orientation | PREMIUM | 1.97 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 26.0% |
| China | 13.8% |
| Japan | 12.6% |
See Rick Owens audiences in other countries
More Luxury fashion audiences in Germany
- Hermès (11,938,967)
- Breuninger (9,291,974)
- Louis Vuitton (7,510,785)
- Gucci (5,055,835)
- Chanel (4,346,847)
Frequently asked questions
How many fans does Rick Owens have in Germany?
Rick Owens has an estimated audience of 449,639 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Rick Owens fans?
50.3% of Rick Owens fans are female, 49.7% are male, with an average age of 31.4 years.
Which brands do Rick Owens fans like most?
Rick Owens fans show strongest brand affinity for Issey Miyake (40.91×), Jil Sander (brand) (45.11×), and Hermès (6.26×) over the country average.
Where do Rick Owens fans live in Germany?
Rick Owens fans in Germany are most concentrated in Nordrhein-Westfalen (reach 118,045), Bayern (reach 95,213), and Baden-Württemberg (reach 71,811). These three regions account for the largest share of the active audience.
What other brands do Rick Owens fans also like?
Beyond Rick Owens itself, the audience over-indexes on Jil Sander (brand) (45.11×), Hermès (6.26×), Alexander McQueen (brand) (30×), and Maison Margiela (17.82×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Rick Owens. 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.