A data profile of the people who buy, follow and care about H&M in France — modelled from more than twelve digital signal sources. H&M has an estimated audience of 10,787,549 people in France.
The average H&M fan in France is 37.7 years old, more female, and lives primarily in Île-de-France.
The audience is concentrated in Île-de-France, Auvergne-Rhône-Alpes, Nouvelle-Aquitaine.
Top brand affinities include vertbaudet, Gémo, Kiabi, with strongest over-indexing on vertbaudet (3.95× the country average).
Demographically, the H&M audience skews more female with an average age of 37.7, and over-indexes on personality traits such as Creativity, Design Affinity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 13 regions tracked by Rascasse.
The typical H&M fan in France is more female, around 37.7 years old, with strong Creativity tendencies and a notable affinity for vertbaudet.
The key figures that characterise the H&M profile in France.
75.2% are female, 24.8% are male, average age 37.7.
| Metric | Value |
|---|---|
| Female | 75.2% |
| Male | 24.8% |
| Average age | 37.7 |
| Estimated audience size | 10,787,549 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 20% | |
| 20-29 | 24% | |
| 30-39 | 20% | |
| 40-49 | 17% | |
| 50+ | 17% |
of the worldwide H&M audience comes from France.
| Country | Share |
|---|---|
| United States | 11.3% |
| Germany | 7.4% |
| Japan | 7.4% |
Where the H&M audience in France is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Île-de-France | ~2.5M | 1.41× | |
| 02 | Provence-Alpes-Côte d'Azur | ~900K | 1.18× | |
| 03 | Nouvelle-Aquitaine | ~1M | 1.03× | |
| 04 | Hauts-de-France | ~1M | 1.01× | |
| 05 | Grand Est | ~900K | 1.01× | |
| 06 | Auvergne-Rhône-Alpes | ~1.5M | 0.99× | |
| 07 | Centre-Val de Loire | ~400K | 0.98× | |
| 08 | Corsica | ~50K | 0.96× | |
| 09 | Occitanie | ~900K | 0.94× | |
| 10 | Brittany | ~500K | 0.91× | |
| 11 | Pays de la Loire | ~500K | 0.87× | |
| 12 | Normandy | ~500K | 0.86× | |
| 13 | Bourgogne-Franche-Comté | ~400K | 0.85× |
The strongest cross-interests of the H&M audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Fast fashion | Fashion & Accessoires | 4.76× | ||
| 02 | Pimkie | Shopping | 4.49× | ||
| 03 | Infant bodysuit | Kids & Family | 4.03× | ||
| 04 | vertbaudet | Fashion & Accessoires | 3.95× | ||
| 05 | Gémo | Fashion & Accessoires | 3.64× | ||
| 06 | étam | Fashion & Accessoires | 3.64× | ||
| 07 | Kiabi | Fashion & Accessoires | 3.10× | ||
| 08 | Petit Bateau | Fashion & Accessoires | 3.10× | ||
| 09 | Mango | Shopping | 2.83× | ||
| 10 | Linens | Home & Garden | 2.80× | ||
| 11 | Yves Rocher (company) | Beauty & Wellness | 2.67× | ||
| 12 | Children's clothing | Fashion & Accessoires | 2.57× | ||
| 13 | Primark | Shopping | 2.39× | ||
| 14 | Sephora | Shopping | 2.24× | ||
| 15 | La Redoute | Shopping | 2.05× | ||
| 16 | IKEA | Home & Garden | 2.01× | ||
| 17 | Boutiques | Fashion & Accessoires | 1.90× | ||
| 18 | Monoprix | Shopping | 1.85× | ||
| 19 | Women's clothing | Fashion & Accessoires | 1.65× | ||
| 20 | France | Travel & Leisure | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Creativity | OPEN | 1.28× | |
| Design Affinity | PREMIUM | 1.22× | |
| Price Sensitivity | PREMIUM | 1.21× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.38× | |
| Risk Appetite | THRILL | 0.56× | |
| Need for Security | CONSERVATISM | 0.64× |
H&M's target market in France covers an estimated 10,787,549 people, concentrated in Île-de-France and Auvergne-Rhône-Alpes.
75.2% of the H&M audience are female, 24.8% are male, with an average age of 37.7 years.
H&M fans show strongest brand affinity for vertbaudet (3.95×), Gémo (3.64×), and Kiabi (3.1×) over the country average.
H&M fans in France are most concentrated in Île-de-France (reach ~2.5M), Auvergne-Rhône-Alpes (reach ~1.5M), and Nouvelle-Aquitaine (reach ~1M). These three regions account for the largest share of the active audience.
Beyond H&M itself, the audience over-indexes on Gémo (3.64×), Kiabi (3.1×), Pimkie (4.49×), and France (1.52×) compared to the France average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in France who actively search for H&M. 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 France. 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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