H&M Audience in France
H&M has an estimated audience of 10,787,549 people in France. 75.2% are female, 24.8% are male, average age 37.7. Top regions: Île-de-France, Auvergne-Rhône-Alpes, Nouvelle-Aquitaine. Top brand affinities: vertbaudet, Kiabi, Gémo, Pimkie, 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, Kiabi, Gémo, 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 Patriotism, Urban Lifestyle. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 13 regions tracked by Rascasse.
Category: Shopping · Type: Brand · Subtype: Fashion
Demographics of H&M fans
| Metric | Value |
|---|---|
| Female | 75.2% |
| Male | 24.8% |
| Average age | 37.7 |
| Estimated audience size | 10,787,549 |
Audience persona
The typical H&M fan in France is more female, around 37.7 years old, with strong Patriotism tendencies and a notable affinity for vertbaudet.
Top regions in France
| Region | Reach | Affinity |
|---|---|---|
| Île-de-France | 2,717,626 | 1.41× |
| Auvergne-Rhône-Alpes | 1,260,246 | 0.99× |
| Nouvelle-Aquitaine | 978,187 | 1.03× |
| Hauts-de-France | 959,208 | 1.01× |
| Provence-Alpes-Côte d'Azur | 940,877 | 1.18× |
| Grand Est | 884,350 | 1.01× |
| Occitanie | 879,694 | 0.94× |
| Pays de la Loire | 518,992 | 0.87× |
| Brittany | 477,065 | 0.91× |
| Normandy | 452,182 | 0.86× |
| Centre-Val de Loire | 398,873 | 0.98× |
| Bourgogne-Franche-Comté | 369,287 | 0.85× |
| Corsica | 51,682 | 0.96× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| vertbaudet | 3.95× | Fashion & Accessoires |
| Kiabi | 3.1× | Fashion & Accessoires |
| Gémo | 3.64× | Fashion & Accessoires |
| Pimkie | 4.49× | Shopping |
| France | 1.52× | Travel & Leisure |
| Primark | 2.39× | Shopping |
| IKEA | 2.01× | Home & Garden |
| La Redoute | 2.05× | Shopping |
| Sephora | 2.24× | Shopping |
| Fast fashion | 4.76× | Fashion & Accessoires |
| Linens | 2.8× | Home & Garden |
| étam | 3.64× | Fashion & Accessoires |
| Boutiques | 1.9× | Fashion & Accessoires |
| Yves Rocher (company) | 2.67× | Beauty & Wellness |
| Children's clothing | 2.57× | Fashion & Accessoires |
| Mango | 2.83× | Shopping |
| Petit Bateau | 3.1× | Fashion & Accessoires |
| Monoprix | 1.85× | Shopping |
| Women's clothing | 1.65× | Fashion & Accessoires |
| Infant bodysuit | 4.03× | Kids & Family |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Patriotism | CONSERVATISM | 38.02 |
| Urban Lifestyle | OPEN | 8.06 |
| Mindfulness | BALANCE | 1.97 |
| Community Orientation | OPEN | 1.62 |
| Indulgence | JOY | 1.49 |
| Extroversion | THRILL | 1.39 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 11.6% |
| Germany | 7.5% |
| Japan | 7.4% |
See H&M audiences in other countries
More Fashion audiences in France
- AliExpress (12,555,098)
- La Redoute (11,940,495)
- Primark (9,880,239)
- Zara (5,400,298)
- Mango (4,894,223)
Frequently asked questions
How many fans does H&M have in France?
H&M has an estimated audience of 10,787,549 people in France, concentrated in Île-de-France and Auvergne-Rhône-Alpes.
What is the gender split and age of H&M fans?
75.2% of H&M fans are female, 24.8% are male, with an average age of 37.7 years.
Which brands do H&M fans like most?
H&M fans show strongest brand affinity for vertbaudet (3.95×), Kiabi (3.1×), and Gémo (3.64×) over the country average.
Where do H&M fans live in France?
H&M fans in France are most concentrated in Île-de-France (reach 2,717,626), Auvergne-Rhône-Alpes (reach 1,260,246), and Nouvelle-Aquitaine (reach 978,187). These three regions account for the largest share of the active audience.
What other brands do H&M fans also like?
Beyond H&M itself, the audience over-indexes on Kiabi (3.1×), Gémo (3.64×), Pimkie (4.49×), and France (1.52×) compared to the France average.
How to read this data
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.
About this audience profile
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.