S.Oliver Target Market in Germany
A data profile of the people who buy, follow and care about S.Oliver in Germany — modelled from more than twelve digital signal sources. S.Oliver has an estimated audience of 3,682,602 people in Germany.
The average S.Oliver fan in Germany is 38.6 years old, more female, and lives primarily in Nordrhein-Westfalen.
The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg.
Top brand affinities include Street One, C&A, WE Fashion, with strongest over-indexing on Street One (7.66× the country average).
Demographically, the S.Oliver audience skews more female with an average age of 38.6, and over-indexes on personality traits such as Creativity, Design Affinity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical S.Oliver fan in Germany is more female, around 38.6 years old, with strong Creativity tendencies and a notable affinity for Street One.
At a glance
The key figures that characterise the S.Oliver profile in Germany.
Search interest · 12-month trend
Customer demographics of S.Oliver
76.2% are female, 23.8% are male, average age 38.6.
Gender split
| Metric | Value |
|---|---|
| Female | 76.2% |
| Male | 23.8% |
| Average age | 38.6 |
| Estimated audience size | 3,682,602 |
Age distribution
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 18% | |
| 20-29 | 20% | |
| 30-39 | 23% | |
| 40-49 | 23% | |
| 50+ | 15% |
Worldwide distribution
of the worldwide S.Oliver audience comes from Germany.
| Country | Share |
|---|---|
| Germany | 60.0% |
| Austria | 5.9% |
| Croatia | 3.3% |
Geography
Where the S.Oliver audience in Germany is strongest.
Top regions by affinity
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Bayern | ~900K | 1.60× | |
| 02 | Rheinland-Pfalz | ~300K | 1.47× | |
| 03 | Baden-Württemberg | ~700K | 1.31× | |
| 04 | Niedersachsen | ~500K | 1.27× | |
| 05 | Saarland | ~60K | 1.27× | |
| 06 | Nordrhein-Westfalen | ~1M | 1.20× | |
| 07 | Thüringen | ~100K | 1.13× | |
| 08 | Hessen | ~300K | 0.99× | |
| 09 | Schleswig-Holstein | ~100K | 0.94× | |
| 10 | Sachsen-Anhalt | ~80K | 0.86× | |
| 11 | Sachsen | ~100K | 0.78× | |
| 12 | Brandenburg | ~80K | 0.75× | |
| 13 | Mecklenburg-Vorpommern | ~50K | 0.69× | |
| 14 | Hamburg | ~50K | 0.66× | |
| 15 | Bremen | ~20K | 0.65× | |
| 16 | Berlin | ~70K | 0.45× |
Affinity by region
Audience interests & affinities
The strongest cross-interests of the S.Oliver audience — brands, topics and people combined.
Top cross-interests, ranked by affinity
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | WE Fashion | Fashion & Accessoires | 13.70× | ||
| 02 | Street One | Fashion & Accessoires | 7.66× | ||
| 03 | Tom Tailor | Fashion & Accessoires | 7.38× | ||
| 04 | Gina Tricot | Fashion & Accessoires | 6.54× | ||
| 05 | C&A | Shopping | 5.77× | ||
| 06 | Max Mara | Fashion & Accessoires | 5.69× | ||
| 07 | COS | Shopping | 5.64× | ||
| 08 | Oysho | Fashion & Accessoires | 5.08× | ||
| 09 | Bershka | Shopping | 3.93× | ||
| 10 | Mango | Shopping | 3.78× | ||
| 11 | Bonprix | Shopping | 3.69× | ||
| 12 | Birkenstock | Fashion & Accessoires | 3.45× | ||
| 13 | Ernsting's family | Shopping | 3.18× | ||
| 14 | Tchibo | Shopping | 2.87× | ||
| 15 | Fielmann | Health | 2.80× | ||
| 16 | About You | Shopping | 2.63× | ||
| 17 | Deichmann | Shopping | 2.42× | ||
| 18 | Boutiques | Fashion & Accessoires | 2.12× | ||
| 19 | H&M | Shopping | 2.11× | ||
| 20 | IKEA | Home & Garden | 1.81× |
Personality of the S.Oliver 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 |
|---|---|---|---|
| Creativity | OPEN | 1.47× | |
| Design Affinity | PREMIUM | 1.43× | |
| Price Sensitivity | PREMIUM | 1.32× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.72× | |
| Patriotism | CONSERVATISM | 0.73× | |
| Risk Appetite | THRILL | 0.76× |
Frequently asked questions
Who is S.Oliver's target market in Germany?
S.Oliver's target market in Germany covers an estimated 3,682,602 people, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of S.Oliver customers?
76.2% of the S.Oliver audience are female, 23.8% are male, with an average age of 38.6 years.
Which brands do S.Oliver fans like most?
S.Oliver fans show strongest brand affinity for Street One (7.66×), C&A (5.77×), and WE Fashion (13.7×) over the country average.
Where do S.Oliver fans live in Germany?
S.Oliver fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~1M), Bayern (reach ~900K), and Baden-Württemberg (reach ~700K). These three regions account for the largest share of the active audience.
What other brands do S.Oliver fans also like?
Beyond S.Oliver itself, the audience over-indexes on C&A (5.77×), WE Fashion (13.7×), Tom Tailor (7.38×), and COS (5.64×) compared to the Germany average.
Explore more audiences
Related profiles, rankings and the same audience in other markets.
More Mainstream fashion audiences in Germany
- Street One (5,144,272)
- Marco Polo (4,023,668)
- Gina Tricot (2,901,150)
- Tom Tailor (2,854,580)
- Max Mara (2,112,968)
See S.Oliver audiences in other countries
How to read this data
Audience size is the estimated number of people in Germany who actively search for S.Oliver. 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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