A data profile of the people who buy, follow and care about Denim in United Kingdom — modelled from more than twelve digital signal sources. Denim has an estimated audience of 5,023,703 people in United Kingdom.
The average Denim fan in United Kingdom is 40.3 years old, more female, and lives primarily in England.
The audience is concentrated in England, South East, Yorkshire and the Humber.
Top brand affinities include Levi Strauss & Co., Hobby, Kitchen, with strongest over-indexing on Levi Strauss & Co. (3.93× the country average).
Demographically, the Denim audience skews more female with an average age of 40.3, and over-indexes on personality traits such as Sustainability, Indulgence.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Denim fan in United Kingdom is more female, around 40.3 years old, with strong Sustainability tendencies and a notable affinity for Levi Strauss & Co..
The key figures that characterise the Denim profile in United Kingdom.
67.3% are female, 32.7% are male, average age 40.3.
| Metric | Value |
|---|---|
| Female | 67.3% |
| Male | 32.7% |
| Average age | 40.3 |
| Estimated audience size | 5,023,703 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 16% | |
| 20-29 | 22% | |
| 30-39 | 19% | |
| 40-49 | 19% | |
| 50+ | 24% |
of the worldwide Denim audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 18.3% |
| Japan | 9.6% |
| China | 7.4% |
Where the Denim audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | West Midlands | ~300K | 1.42× | |
| 02 | Yorkshire and the Humber | ~500K | 1.33× | |
| 03 | Wales | ~300K | 1.10× | |
| 04 | South East | ~700K | 1.05× | |
| 05 | North East | ~200K | 1.05× | |
| 06 | Scotland | ~500K | 1.04× | |
| 07 | Northern Ireland | ~200K | 1.01× | |
| 08 | East of England | ~400K | 0.91× | |
| 09 | South West | ~400K | 0.90× | |
| 10 | East Midlands | ~300K | 0.89× | |
| 11 | England | ~4M | 0.83× | |
| 12 | North West | ~300K | 0.57× |
The strongest cross-interests of the Denim audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Levi Strauss & Co. | Fashion & Accessoires | 3.93× | ||
| 02 | Outerwear | Fashion & Accessoires | 3.27× | ||
| 03 | Pandora | Fashion & Accessoires | 3.16× | ||
| 04 | Uniqlo | Shopping | 2.44× | ||
| 05 | Mother's Day | Kids & Family | 2.38× | ||
| 06 | Esso | Cars & Mobility | 2.07× | ||
| 07 | Wikipedia | Internet & Social Media | 2.02× | ||
| 08 | Charlotte Tilbury | Beauty & Wellness | 2.02× | ||
| 09 | Cyber Monday | Shopping | 2.00× | ||
| 10 | Vintage clothing | Fashion & Accessoires | 1.86× | ||
| 11 | TK Maxx | Shopping | 1.78× | ||
| 12 | Refrigerator | Home & Garden | 1.78× | ||
| 13 | Hobby | Home & Garden | 1.69× | ||
| 14 | Volunteering | Politics & Society | 1.68× | ||
| 15 | Sunglasses | Fashion & Accessoires | 1.67× | ||
| 16 | Distilled beverage | Food & Beverages | 1.63× | ||
| 17 | Men's clothing | Fashion & Accessoires | 1.61× | ||
| 18 | Internet & Social Media | 1.58× | |||
| 19 | William Hill (bookmaker) | Games | 1.52× | ||
| 20 | Kitchen | Home & Garden | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Sustainability | BALANCE | 1.49× | |
| Indulgence | JOY | 1.44× | |
| Early Adopter Mentality | POWER | 1.33× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Spirituality | BALANCE | 0.87× | |
| Pet Ownership | JOY | 0.88× | |
| Patriotism | CONSERVATISM | 0.95× |
Denim has an estimated audience of 5,023,703 people in United Kingdom, concentrated in England and South East.
67.3% of Denim fans are female, 32.7% are male, with an average age of 40.3 years.
Denim fans show strongest brand affinity for Levi Strauss & Co. (3.93×), Hobby (1.69×), and Kitchen (1.51×) over the country average.
Denim fans in United Kingdom are most concentrated in England (reach ~4M), South East (reach ~700K), and Yorkshire and the Humber (reach ~500K). These three regions account for the largest share of the active audience.
Beyond Denim itself, the audience over-indexes on Hobby (1.69×), Kitchen (1.51×), Uniqlo (2.44×), and Wikipedia (2.02×) compared to the United Kingdom average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in United Kingdom who actively search for Denim. 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 United Kingdom. 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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