Rascasse Audience Intelligence

Victoria's Secret Target Market in Germany

A data profile of the people who buy, follow and care about Victoria's Secret in Germany — modelled from more than twelve digital signal sources. Victoria's Secret has an estimated audience of 1,571,408 people in Germany.

#4among Lingerie in Germany#544among Brand in Germany#230in Fashion & Accessoires

The average Victoria's Secret fan in Germany is 34.1 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Nightwear, Online shopping, Lingerie, with strongest over-indexing on Nightwear (10.27× the country average).

Demographically, the Victoria's Secret audience skews more female with an average age of 34.1, and over-indexes on personality traits such as Sustainability, Design Affinity.

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

The typical Victoria's Secret fan in Germany is more female, around 34.1 years old, with strong Sustainability tendencies and a notable affinity for Nightwear.

Category: Fashion & Accessoires · Type: Brand · Subtype: Lingerie

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 Victoria's Secret profile in Germany.

Audience size
1.6M
in Germany
Gender
79.8%♀
20.2% male
Age
34.1
average years
Country rank
#4273
Brand in Germany
Fig. 01

Search interest · 12-month trend

-8%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Victoria's Secret

79.8% are female, 20.2% are male, average age 34.1.

Fig. 02

Gender split

79.8%
Female
20.2%
Male
Demographic split for Victoria's Secret audience in Germany
MetricValue
Female79.8%
Male20.2%
Average age34.1
Estimated audience size1,571,408
Fig. 03

Age distribution

Ø 34.1
average years
Age distribution of the Victoria's Secret audience in Germany
Age bracketShare%
16-1928%
20-2926%
30-3920%
40-4917%
50+9%
Fig. 04

Worldwide distribution

4.1%

of the worldwide Victoria's Secret audience comes from Germany.

Worldwide audience distribution share by country for Victoria's Secret
CountryShare
United States38.0%
Italy6.6%
United Kingdom4.7%
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 Victoria's Secret audience in Germany is strongest.

Fig. 05

Top regions by affinity

Victoria's Secret customers by region in Germany
#RegionReachAffinity×
01Hessen~70K1.24×
02Bayern~100K1.16×
03Nordrhein-Westfalen~200K1.14×
04Baden-Württemberg~100K1.12×
05Hamburg~20K1.10×
06Rheinland-Pfalz~40K1.09×
07Berlin~40K1.04×
08Niedersachsen~80K1.01×
09Schleswig-Holstein~30K0.99×
10Bremen~7K0.99×
11Brandenburg~20K0.96×
12Saarland~9K0.92×
13Thüringen~20K0.83×
14Sachsen-Anhalt~20K0.82×
15Mecklenburg-Vorpommern~10K0.81×
16Sachsen~30K0.80×
Fig. 06

Affinity by region

Affinity by region — Victoria's Secret, Germany
0.80×1.00×1.24×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Victoria's Secret audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Victoria's Secret audience
#·InterestCategoryAffinity×
01NightwearFashion & Accessoires10.27×
02TEZENISFashion & Accessoires10.00×
03Pink (Victoria's Secret)Fashion & Accessoires7.78×
04CalzedoniaFashion & Accessoires6.52×
05Gina TricotFashion & Accessoires5.63×
06OyshoFashion & Accessoires5.63×
07HunkemöllerShopping5.53×
08BershkaShopping5.20×
09IntimissimiFashion & Accessoires5.13×
10SwimsuitFashion & Accessoires4.27×
11GownFashion & Accessoires4.02×
12LingerieFashion & Accessoires3.78×
13Heidi KlumFashion & Accessoires3.72×
14ZaraShopping3.00×
15HermèsFashion & Accessoires2.45×
16H&MShopping2.22×
17Müller (company)Food & Beverages2.03×
18Online shoppingShopping1.97×
19Harry PotterMovies & TV1.65×
20Arts and musicArts & Culture1.60×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Victoria's Secret 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 Victoria's Secret audience · What stands out
TraitClusterDeviationScore
SustainabilityBALANCE1.96×
Design AffinityPREMIUM1.90×
ExtroversionTHRILL1.63×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Victoria's Secret audience · Rather not
TraitClusterDeviationScore
Need for SecurityCONSERVATISM0.49×
PatriotismCONSERVATISM0.55×
Risk AppetiteTHRILL0.81×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Victoria's Secret's target market in Germany?

Victoria's Secret's target market in Germany covers an estimated 1,571,408 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Victoria's Secret customers?

79.8% of the Victoria's Secret audience are female, 20.2% are male, with an average age of 34.1 years.

03

Which brands do Victoria's Secret fans like most?

Victoria's Secret fans show strongest brand affinity for Nightwear (10.27×), Online shopping (1.97×), and Lingerie (3.78×) over the country average.

04

Where do Victoria's Secret fans live in Germany?

Victoria's Secret fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~200K), Bayern (reach ~100K), and Baden-Württemberg (reach ~100K). These three regions account for the largest share of the active audience.

05

What other brands do Victoria's Secret fans also like?

Beyond Victoria's Secret itself, the audience over-indexes on Online shopping (1.97×), Lingerie (3.78×), Bershka (5.2×), and Hunkemöller (5.53×) compared to the Germany average.

Appendix

Explore more audiences

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

More Lingerie audiences in Germany

See Victoria's Secret audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for Victoria's Secret. 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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