Rascasse Audience Intelligence

Shirt Audience in Germany

A data profile of the people who buy, follow and care about Shirt in Germany — modelled from more than twelve digital signal sources. Shirt has an estimated audience of 5,446,447 people in Germany.

#582among Topic in Germany#38in Fashion & Accessoires

The average Shirt fan in Germany is 38.5 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Pandora, Mango, Gina Tricot, with strongest over-indexing on Pandora (6.17× the country average).

Demographically, the Shirt audience skews more female with an average age of 38.5, and over-indexes on personality traits such as Price Sensitivity, Indulgence.

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

The typical Shirt fan in Germany is more female, around 38.5 years old, with strong Price Sensitivity tendencies and a notable affinity for Pandora.

Category: Fashion & Accessoires · Type: Topic

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 Shirt profile in Germany.

Audience size
5.4M
in Germany
Gender
57.1%♀
42.9% male
Age
38.5
average years
Country rank
#928
Topic in Germany
Fig. 01

Search interest · 12-month trend

-12%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Shirt fans

57.1% are female, 42.9% are male, average age 38.5.

Fig. 02

Gender split

57.1%
Female
42.9%
Male
Demographic split for Shirt audience in Germany
MetricValue
Female57.1%
Male42.9%
Average age38.5
Estimated audience size5,446,447
Fig. 03

Age distribution

Ø 38.5
average years
Age distribution of the Shirt audience in Germany
Age bracketShare%
16-1920%
20-2921%
30-3921%
40-4921%
50+17%
Fig. 04

Worldwide distribution

2.2%

of the worldwide Shirt audience comes from Germany.

Worldwide audience distribution share by country for Shirt
CountryShare
United States23.8%
Japan4.8%
United Kingdom4.5%
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 Shirt audience in Germany is strongest.

Fig. 05

Top regions by affinity

Shirt fans by region: top regions in Germany
#RegionReachAffinity×
01Hamburg~100K1.20×
02Bremen~50K1.14×
03Nordrhein-Westfalen~1.5M1.13×
04Hessen~500K1.13×
05Berlin~300K1.13×
06Baden-Württemberg~800K1.10×
07Bayern~900K1.07×
08Rheinland-Pfalz~300K1.02×
09Niedersachsen~500K1.00×
10Schleswig-Holstein~200K1.00×
11Saarland~60K0.95×
12Sachsen~200K0.88×
13Thüringen~100K0.87×
14Brandenburg~100K0.86×
15Mecklenburg-Vorpommern~80K0.82×
16Sachsen-Anhalt~100K0.81×
Fig. 06

Affinity by region

Affinity by region — Shirt, Germany
0.81×1.00×1.20×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Shirt audience
#·InterestCategoryAffinity×
01Steve MaddenFashion & Accessoires7.09×
02Banana RepublicFashion & Accessoires6.59×
03DesigualFashion & Accessoires6.40×
04PandoraFashion & Accessoires6.17×
05Gina TricotFashion & Accessoires6.05×
06Formal wearFashion & Accessoires5.35×
07MangoShopping5.14×
08Purchase discountShopping4.75×
09Massimo DuttiShopping4.30×
10Max MaraFashion & Accessoires4.20×
11Sneaker collectingFashion & Accessoires3.14×
12Expensive TasteBusiness & Career2.93×
13SunglassesFashion & Accessoires2.55×
14TrousersFashion & Accessoires2.52×
15NatureHome & Garden2.43×
16VacationsTravel & Leisure2.42×
17EmailTechnology & Electronics2.00×
18Men's clothingFashion & Accessoires1.94×
19FamilyKids & Family1.87×
20TagesschauMovies & TV1.80×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Shirt 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 Shirt audience · What stands out
TraitClusterDeviationScore
Price SensitivityPREMIUM2.00×
IndulgenceJOY1.59×
Early Adopter MentalityPOWER1.33×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Shirt audience · Rather not
TraitClusterDeviationScore
Career OrientationPOWER0.96×
Risk AppetiteTHRILL0.97×
DIY MentalityTHRILL0.97×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Shirt have in Germany?

Shirt has an estimated audience of 5,446,447 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Shirt fans?

57.1% of Shirt fans are female, 42.9% are male, with an average age of 38.5 years.

03

Which brands do Shirt fans like most?

Shirt fans show strongest brand affinity for Pandora (6.17×), Mango (5.14×), and Gina Tricot (6.05×) over the country average.

04

Where do Shirt fans live in Germany?

Shirt fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~1.5M), Bayern (reach ~900K), and Baden-Württemberg (reach ~800K). These three regions account for the largest share of the active audience.

05

What other brands do Shirt fans also like?

Beyond Shirt itself, the audience over-indexes on Mango (5.14×), Gina Tricot (6.05×), Nature (2.43×), and Family (1.87×) compared to the Germany average.

Appendix

Explore more audiences

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

More Fashion & Accessoires audiences in Germany

See Shirt audiences in other countries

How to read this data

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