A data profile of the people who buy, follow and care about Zalando in Spain — modelled from more than twelve digital signal sources. Zalando has an estimated audience of 3,156,930 people in Spain.
The average Zalando fan in Spain is 42.7 years old, more female, and lives primarily in Andalusia.
The audience is concentrated in Andalusia, Catalonia, Community of Madrid.
Top brand affinities include Stradivarius, Primark, Parfois (fashion accessories), with strongest over-indexing on Stradivarius (1.81× the country average).
Demographically, the Zalando audience skews more female with an average age of 42.7, and over-indexes on personality traits such as Early Adopter Mentality, Creativity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 17 regions tracked by Rascasse.
The typical Zalando fan in Spain is more female, around 42.7 years old, with strong Early Adopter Mentality tendencies and a notable affinity for Stradivarius.
The key figures that characterise the Zalando profile in Spain.
68.5% are female, 31.5% are male, average age 42.7.
| Metric | Value |
|---|---|
| Female | 68.5% |
| Male | 31.5% |
| Average age | 42.7 |
| Estimated audience size | 3,156,930 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 9% | |
| 20-29 | 17% | |
| 30-39 | 24% | |
| 40-49 | 26% | |
| 50+ | 23% |
Where the Zalando audience in Spain is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Extremadura | ~100K | 1.50× | |
| 02 | Basque Autonomous Country | ~200K | 1.31× | |
| 03 | Castilla-La Mancha | ~200K | 1.25× | |
| 04 | Galicia | ~200K | 1.19× | |
| 05 | Castile and León | ~200K | 1.16× | |
| 06 | Cantabria | ~50K | 1.14× | |
| 07 | Navarre | ~40K | 1.08× | |
| 08 | Region of Murcia | ~100K | 1.03× | |
| 09 | Principality of Asturias | ~80K | 1.03× | |
| 10 | La Rioja | ~20K | 1.00× | |
| 11 | Andalusia | ~600K | 0.99× | |
| 12 | Aragon | ~80K | 0.93× | |
| 13 | Comunidad Valenciana | ~300K | 0.86× | |
| 14 | Balearic Islands | ~70K | 0.80× | |
| 15 | Catalonia | ~500K | 0.79× | |
| 16 | Community of Madrid | ~400K | 0.73× | |
| 17 | Canary Islands | ~40K | 0.22× |
The strongest cross-interests of the Zalando audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Nightwear | Fashion & Accessoires | 2.28× | ||
| 02 | Ana de Armas | Movies & TV | 2.08× | ||
| 03 | Oysho | Fashion & Accessoires | 1.96× | ||
| 04 | Cortefiel | Fashion & Accessoires | 1.86× | ||
| 05 | Parfois (fashion accessories) | Fashion & Accessoires | 1.85× | ||
| 06 | Stradivarius | Shopping | 1.81× | ||
| 07 | Panties | Fashion & Accessoires | 1.80× | ||
| 08 | Bershka | Shopping | 1.75× | ||
| 09 | women'secret | Fashion & Accessoires | 1.74× | ||
| 10 | H&M | Shopping | 1.70× | ||
| 11 | Skirt | Fashion & Accessoires | 1.70× | ||
| 12 | Party dress | Fashion & Accessoires | 1.69× | ||
| 13 | Mango | Shopping | 1.67× | ||
| 14 | Primark | Shopping | 1.65× | ||
| 15 | Children's clothing | Fashion & Accessoires | 1.64× | ||
| 16 | Blouse | Fashion & Accessoires | 1.64× | ||
| 17 | Zara | Shopping | 1.58× | ||
| 18 | American English | Business & Career | 1.56× | ||
| 19 | Sephora | Shopping | 1.54× | ||
| 20 | Diez Minutos | News | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 1.14× | |
| Creativity | OPEN | 1.13× | |
| Design Affinity | PREMIUM | 1.13× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Individualism | JOY | 0.70× | |
| Community Orientation | OPEN | 0.74× | |
| Spirituality | BALANCE | 0.79× |
Zalando's target market in Spain covers an estimated 3,156,930 people, concentrated in Andalusia and Catalonia.
68.5% of the Zalando audience are female, 31.5% are male, with an average age of 42.7 years.
Zalando fans show strongest brand affinity for Stradivarius (1.81×), Primark (1.65×), and Parfois (fashion accessories) (1.85×) over the country average.
Zalando fans in Spain are most concentrated in Andalusia (reach ~600K), Catalonia (reach ~500K), and Community of Madrid (reach ~400K). These three regions account for the largest share of the active audience.
Beyond Zalando itself, the audience over-indexes on Primark (1.65×), Parfois (fashion accessories) (1.85×), Oysho (1.96×), and H&M (1.7×) compared to the Spain average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Spain who actively search for Zalando. 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.
This audience profile is generated by Rascasse from anonymized search-behavior signals across Spain. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.