Wardrobe Audience in Germany
Wardrobe has an estimated audience of 1,654,176 people in Germany. 72.4% are female, 27.6% are male, average age 41.7. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Garden furniture, Sex and the City, Group buying, Blanket, Apartment hotel.
The average Wardrobe fan in Germany is 41.7 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Garden furniture, Sex and the City, Group buying, with strongest over-indexing on Garden furniture (7.79× the country average). Demographically, the Wardrobe audience skews more female with an average age of 41.7, and over-indexes on personality traits such as Design Affinity, Quality Awareness. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Fashion & Accessoires · Type: Topic
Demographics of Wardrobe fans
| Metric | Value |
|---|---|
| Female | 72.4% |
| Male | 27.6% |
| Average age | 41.7 |
| Estimated audience size | 1,654,176 |
Audience persona
The typical Wardrobe fan in Germany is more female, around 41.7 years old, with strong Design Affinity tendencies and a notable affinity for Garden furniture.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 400,232 | 1.11× |
| Bayern | 309,186 | 1.16× |
| Baden-Württemberg | 266,796 | 1.18× |
| Niedersachsen | 162,607 | 1.01× |
| Hessen | 132,597 | 1.05× |
| Rheinland-Pfalz | 85,717 | 1.03× |
| Berlin | 80,177 | 1.08× |
| Sachsen | 76,163 | 0.94× |
| Schleswig-Holstein | 53,456 | 0.9× |
| Brandenburg | 49,445 | 0.96× |
| Thüringen | 38,768 | 0.92× |
| Sachsen-Anhalt | 38,273 | 0.89× |
| Hamburg | 38,187 | 1.02× |
| Mecklenburg-Vorpommern | 26,098 | 0.83× |
| Saarland | 18,506 | 0.91× |
| Bremen | 14,785 | 1.05× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Garden furniture | 7.79× | Home & Garden |
| Sex and the City | 5.97× | Movies & TV |
| Group buying | 12.92× | Shopping |
| Blanket | 6.66× | Home & Garden |
| Apartment hotel | 5.67× | Travel & Leisure |
| Mattress | 4.78× | Home & Garden |
| Ravelry | 8.08× | Internet & Social Media |
| Vegetable Gardening | 5.41× | Food & Beverages |
| Königreich der Stoffe | 14.56× | Kids & Family |
| Ryanair | 2.18× | Travel & Leisure |
| Shellac | 4.55× | Beauty & Wellness |
| Google Maps | 2× | Internet & Social Media |
| IKEA | 1.7× | Home & Garden |
| Hairstyle | 2.45× | Beauty & Wellness |
| Sports betting | 4.96× | Games |
| Do it yourself (DIY) | 1.67× | Home & Garden |
| Crochet | 3.03× | Home & Garden |
| FIS Alpine Ski World Cup | 5.38× | Sports |
| Ottolenghi | 11.07× | Food & Beverages |
| Danish design | 2.88× | Home & Garden |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Design Affinity | PREMIUM | 2.23 |
| Quality Awareness | PREMIUM | 1.84 |
| Sustainability | BALANCE | 1.8 |
| DIY Mentality | THRILL | 1.63 |
| Luxury Orientation | PREMIUM | 1.49 |
| Convenience Orientation | PREMIUM | 1.48 |
Worldwide distribution
| Country | Share |
|---|---|
| India | 11.7% |
| United States | 10.9% |
| United Kingdom | 6.7% |
See Wardrobe audiences in other countries
More Fashion & Accessoires audiences in Germany
- Food and drink (39,623,635)
- Entertainment (39,502,829)
- Business and industry (39,157,865)
- Shopping and fashion (38,134,645)
- Arts and music (37,163,288)
Frequently asked questions
How many fans does Wardrobe have in Germany?
Wardrobe has an estimated audience of 1,654,176 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Wardrobe fans?
72.4% of Wardrobe fans are female, 27.6% are male, with an average age of 41.7 years.
Which brands do Wardrobe fans like most?
Wardrobe fans show strongest brand affinity for Garden furniture (7.79×), Sex and the City (5.97×), and Group buying (12.92×) over the country average.
Where do Wardrobe fans live in Germany?
Wardrobe fans in Germany are most concentrated in Nordrhein-Westfalen (reach 400,232), Bayern (reach 309,186), and Baden-Württemberg (reach 266,796). These three regions account for the largest share of the active audience.
What other brands do Wardrobe fans also like?
Beyond Wardrobe itself, the audience over-indexes on Sex and the City (5.97×), Group buying (12.92×), Blanket (6.66×), and Apartment hotel (5.67×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Wardrobe. 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.