Rascasse Audience Intelligence

Wardrobe Audience in Germany

A data profile of the people who buy, follow and care about Wardrobe in Germany — modelled from more than twelve digital signal sources. Wardrobe has an estimated audience of 1,654,176 people in Germany.

#2246among Topic in Germany#220in Fashion & Accessoires

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, Mattress, Apartment hotel, with strongest over-indexing on Garden furniture (9.26× 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 Quality Awareness, Design Affinity.

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

The typical Wardrobe fan in Germany is more female, around 41.7 years old, with strong Quality Awareness tendencies and a notable affinity for Garden furniture.

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 Wardrobe profile in Germany.

Audience size
1.7M
in Germany
Gender
72.4%♀
27.6% male
Age
41.7
average years
Country rank
#4068
Topic in Germany
Fig. 01

Search interest · 12-month trend

+3%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Wardrobe fans

72.4% are female, 27.6% are male, average age 41.7.

Fig. 02

Gender split

72.4%
Female
27.6%
Male
Demographic split for Wardrobe audience in Germany
MetricValue
Female72.4%
Male27.6%
Average age41.7
Estimated audience size1,654,176
Fig. 03

Age distribution

Ø 41.7
average years
Age distribution of the Wardrobe audience in Germany
Age bracketShare%
16-1912%
20-2917%
30-3924%
40-4926%
50+21%
Fig. 04

Worldwide distribution

2.4%

of the worldwide Wardrobe audience comes from Germany.

Worldwide audience distribution share by country for Wardrobe
CountryShare
India11.7%
United States10.9%
United Kingdom6.7%
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 Wardrobe audience in Germany is strongest.

Fig. 05

Top regions by affinity

Wardrobe fans by region: top regions in Germany
#RegionReachAffinity×
01Baden-Württemberg~300K1.16×
02Bayern~300K1.12×
03Nordrhein-Westfalen~400K1.10×
04Bremen~20K1.07×
05Rheinland-Pfalz~90K1.03×
06Berlin~80K1.03×
07Hessen~100K1.02×
08Hamburg~40K1.01×
09Niedersachsen~200K1.00×
10Brandenburg~50K0.97×
11Thüringen~40K0.95×
12Saarland~20K0.95×
13Sachsen~80K0.94×
14Schleswig-Holstein~50K0.92×
15Sachsen-Anhalt~40K0.92×
16Mecklenburg-Vorpommern~30K0.86×
Fig. 06

Affinity by region

Affinity by region — Wardrobe, Germany
0.86×1.00×1.16×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Wardrobe audience
#·InterestCategoryAffinity×
01Königreich der StoffeKids & Family12.06×
02RavelryInternet & Social Media11.24×
03Machine embroideryHome & Garden11.20×
04Bett1Home & Garden10.03×
05MattressHome & Garden9.92×
06Garden furnitureHome & Garden9.26×
07BlanketHome & Garden8.79×
08Apartment hotelTravel & Leisure7.89×
09Group buyingShopping7.84×
10QuiltingHome & Garden5.39×
11Floral designHome & Garden4.53×
12Starter homeHome & Garden4.01×
13Sex and the CityMovies & TV3.90×
14PillowHome & Garden3.84×
15RefrigeratorHome & Garden2.98×
16Google MapsInternet & Social Media2.74×
17HugendubelShopping2.31×
18RyanairTravel & Leisure1.97×
19Women's clothingFashion & Accessoires1.94×
20IKEAHome & Garden1.60×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Wardrobe 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 Wardrobe audience · What stands out
TraitClusterDeviationScore
Quality AwarenessPREMIUM2.29×
Design AffinityPREMIUM2.15×
IndividualismJOY1.60×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Wardrobe audience · Rather not
TraitClusterDeviationScore
Pet OwnershipJOY0.80×
PatriotismCONSERVATISM0.84×
Risk AppetiteTHRILL0.86×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

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.

02

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.

03

Which brands do Wardrobe fans like most?

Wardrobe fans show strongest brand affinity for Garden furniture (9.26×), Mattress (9.92×), and Apartment hotel (7.89×) over the country average.

04

Where do Wardrobe fans live in Germany?

Wardrobe fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~400K), Bayern (reach ~300K), and Baden-Württemberg (reach ~300K). These three regions account for the largest share of the active audience.

05

What other brands do Wardrobe fans also like?

Beyond Wardrobe itself, the audience over-indexes on Mattress (9.92×), Apartment hotel (7.89×), Blanket (8.79×), and Ravelry (11.24×) 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 Wardrobe audiences in other countries

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.

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