A data profile of the people who buy, follow and care about H&M in United Kingdom — modelled from more than twelve digital signal sources. H&M has an estimated audience of 14,612,322 people in United Kingdom.
The average H&M fan in United Kingdom is 40.1 years old, more female, and lives primarily in England.
The audience is concentrated in England, Greater London, South East.
Top brand affinities include Matalan, New Look, Zara, with strongest over-indexing on Matalan (2.9× the country average).
Demographically, the H&M audience skews more female with an average age of 40.1, and over-indexes on personality traits such as Design Affinity, Price Sensitivity.
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 United Kingdom is more female, around 40.1 years old, with strong Design Affinity tendencies and a notable affinity for Matalan.
The key figures that characterise the H&M profile in United Kingdom.
77.5% are female, 22.5% are male, average age 40.1.
| Metric | Value |
|---|---|
| Female | 77.5% |
| Male | 22.5% |
| Average age | 40.1 |
| Estimated audience size | 14,612,322 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 15% | |
| 20-29 | 23% | |
| 30-39 | 21% | |
| 40-49 | 19% | |
| 50+ | 22% |
of the worldwide H&M audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 11.3% |
| Germany | 7.4% |
| Japan | 7.4% |
Where the H&M audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Greater London | ~2.5M | 1.44× | |
| 02 | North West | ~2M | 1.21× | |
| 03 | East of England | ~1.5M | 1.20× | |
| 04 | South East | ~2M | 1.10× | |
| 05 | Scotland | ~1.5M | 1.10× | |
| 06 | England | ~11M | 1.01× | |
| 07 | East Midlands | ~1M | 0.99× | |
| 08 | South West | ~1M | 0.96× | |
| 09 | Northern Ireland | ~400K | 0.96× | |
| 10 | Wales | ~800K | 0.93× | |
| 11 | Yorkshire and the Humber | ~800K | 0.72× | |
| 12 | West Midlands | ~500K | 0.72× | |
| 13 | North East | ~400K | 0.67× |
The strongest cross-interests of the H&M audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Zara | Shopping | 3.20× | ||
| 02 | New Look | Fashion & Accessoires | 3.18× | ||
| 03 | Matalan | Shopping | 2.90× | ||
| 04 | The White Company | Literature | 2.73× | ||
| 05 | River Island | Fashion & Accessoires | 2.22× | ||
| 06 | Children's clothing | Fashion & Accessoires | 2.20× | ||
| 07 | Primark | Shopping | 2.15× | ||
| 08 | Skirt | Fashion & Accessoires | 2.12× | ||
| 09 | Superdrug | Shopping | 2.08× | ||
| 10 | Debenhams | Fashion & Accessoires | 2.07× | ||
| 11 | TK Maxx | Shopping | 2.06× | ||
| 12 | Skin care | Beauty & Wellness | 1.94× | ||
| 13 | Very (online retailer) | Website / Newspaper / Magazine | 1.85× | ||
| 14 | Katie Price | Fashion & Accessoires | 1.80× | ||
| 15 | Dunelm | Home & Garden | 1.68× | ||
| 16 | Marks & Spencer | Shopping | 1.63× | ||
| 17 | Boutiques | Fashion & Accessoires | 1.60× | ||
| 18 | Dresses | Fashion & Accessoires | 1.59× | ||
| 19 | Beauty salons | Beauty & Wellness | 1.58× | ||
| 20 | IKEA | Home & Garden | 1.56× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 1.37× | |
| Price Sensitivity | PREMIUM | 1.35× | |
| Creativity | OPEN | 1.31× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.40× | |
| Risk Appetite | THRILL | 0.59× | |
| Need for Security | CONSERVATISM | 0.62× |
H&M's target market in United Kingdom covers an estimated 14,612,322 people, concentrated in England and Greater London.
77.5% of the H&M audience are female, 22.5% are male, with an average age of 40.1 years.
H&M fans show strongest brand affinity for Matalan (2.9×), New Look (3.18×), and Zara (3.2×) over the country average.
H&M fans in United Kingdom are most concentrated in England (reach ~11M), Greater London (reach ~2.5M), and South East (reach ~2M). These three regions account for the largest share of the active audience.
Beyond H&M itself, the audience over-indexes on New Look (3.18×), Zara (3.2×), Primark (2.15×), and Very (online retailer) (1.85×) 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 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 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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