Rascasse Audience Intelligence

Tommy Hilfiger Target Market in Germany

A data profile of the people who buy, follow and care about Tommy Hilfiger in Germany — modelled from more than twelve digital signal sources. Tommy Hilfiger has an estimated audience of 4,928,419 people in Germany.

#1among Premium fashion in Germany#136among Brand in Germany#49in Fashion & Accessoires

The average Tommy Hilfiger fan in Germany is 36.8 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Hermès, H&M, Breuninger, with strongest over-indexing on Hermès (2.91× the country average).

Demographically, the Tommy Hilfiger audience skews more female with an average age of 36.8, and over-indexes on personality traits such as Design Affinity, Luxury Orientation.

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

The typical Tommy Hilfiger fan in Germany is more female, around 36.8 years old, with strong Design Affinity tendencies and a notable affinity for Hermès.

Category: Fashion & Accessoires · Type: Brand · Subtype: Premium fashion

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 Tommy Hilfiger profile in Germany.

Audience size
4.9M
in Germany
Gender
61.8%♀
38.2% male
Age
36.8
average years
Country rank
#1079
Brand in Germany
Fig. 01

Search interest · 12-month trend

-16%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Tommy Hilfiger

61.8% are female, 38.2% are male, average age 36.8.

Fig. 02

Gender split

61.8%
Female
38.2%
Male
Demographic split for Tommy Hilfiger audience in Germany
MetricValue
Female61.8%
Male38.2%
Average age36.8
Estimated audience size4,928,419
Fig. 03

Age distribution

Ø 36.8
average years
Age distribution of the Tommy Hilfiger audience in Germany
Age bracketShare%
16-1919%
20-2926%
30-3923%
40-4919%
50+12%
Fig. 04

Worldwide distribution

7.3%

of the worldwide Tommy Hilfiger audience comes from Germany.

Worldwide audience distribution share by country for Tommy Hilfiger
CountryShare
United States11.2%
Germany7.3%
Italy6.7%
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 Tommy Hilfiger audience in Germany is strongest.

Fig. 05

Top regions by affinity

Tommy Hilfiger customers by region in Germany
#RegionReachAffinity×
01Hamburg~100K1.21×
02Niedersachsen~600K1.18×
03Bremen~50K1.16×
04Nordrhein-Westfalen~1.5M1.15×
05Schleswig-Holstein~200K1.13×
06Mecklenburg-Vorpommern~100K1.03×
07Hessen~400K1.02×
08Sachsen-Anhalt~100K1.00×
09Bayern~800K0.99×
10Rheinland-Pfalz~200K0.97×
11Baden-Württemberg~700K0.96×
12Berlin~200K0.96×
13Brandenburg~100K0.95×
14Sachsen~200K0.78×
15Thüringen~100K0.78×
16Saarland~40K0.72×
Fig. 06

Affinity by region

Affinity by region — Tommy Hilfiger, Germany
0.72×1.00×1.21×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Tommy Hilfiger audience
#·InterestCategoryAffinity×
01Gina TricotFashion & Accessoires4.21×
02LacosteFashion & Accessoires3.62×
03COSShopping3.60×
04BershkaShopping3.43×
05Calvin KleinFashion & Accessoires3.40×
06Ralph LaurenFashion & Accessoires3.07×
07HermèsFashion & Accessoires2.91×
08MangoShopping2.88×
09BreuningerFashion & Accessoires2.63×
10ZaraShopping2.50×
11Louis VuittonFashion & Accessoires2.46×
12Haute coutureFashion & Accessoires2.43×
13UndergarmentFashion & Accessoires2.35×
14C&AShopping2.32×
15H&MShopping1.95×
16PrimarkShopping1.84×
17Fashion designBusiness & Career1.75×
18TK MaxxShopping1.66×
19Women's clothingFashion & Accessoires1.56×
20AirbnbTravel & Leisure1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Tommy Hilfiger 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 Tommy Hilfiger audience · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM1.70×
Luxury OrientationPREMIUM1.44×
Early Adopter MentalityPOWER1.43×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Tommy Hilfiger audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.71×
Need for SecurityCONSERVATISM0.76×
Convenience OrientationPREMIUM0.82×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Tommy Hilfiger's target market in Germany?

Tommy Hilfiger's target market in Germany covers an estimated 4,928,419 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Tommy Hilfiger customers?

61.8% of the Tommy Hilfiger audience are female, 38.2% are male, with an average age of 36.8 years.

03

Which brands do Tommy Hilfiger fans like most?

Tommy Hilfiger fans show strongest brand affinity for Hermès (2.91×), H&M (1.95×), and Breuninger (2.63×) over the country average.

04

Where do Tommy Hilfiger fans live in Germany?

Tommy Hilfiger fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~1.5M), Bayern (reach ~800K), and Baden-Württemberg (reach ~700K). These three regions account for the largest share of the active audience.

05

What other brands do Tommy Hilfiger fans also like?

Beyond Tommy Hilfiger itself, the audience over-indexes on H&M (1.95×), Breuninger (2.63×), COS (3.6×), and Zara (2.5×) compared to the Germany average.

Appendix

Explore more audiences

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

More Premium fashion audiences in Germany

See Tommy Hilfiger audiences in other countries

How to read this data

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