H&M Audience in United Kingdom
H&M has an estimated audience of 14,612,322 people in United Kingdom. 77.5% are female, 22.5% are male, average age 40.1. Top regions: England, Greater London, South East. Top brand affinities: Matalan, New Look, Zara, Primark, Superdrug.
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, Indulgence. 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 | 77.5% |
| Male | 22.5% |
| Average age | 40.1 |
| Estimated audience size | 14,612,322 |
Audience persona
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.
Top regions in United Kingdom
| Region | Reach | Affinity |
|---|---|---|
| England | 10,959,242 | 1.01× |
| Greater London | 2,731,494 | 1.43× |
| South East | 2,149,841 | 1.1× |
| North West | 1,884,411 | 1.21× |
| East of England | 1,604,975 | 1.2× |
| Scotland | 1,444,226 | 1.1× |
| South West | 1,157,705 | 0.96× |
| East Midlands | 1,021,519 | 0.99× |
| Yorkshire and the Humber | 840,391 | 0.72× |
| Wales | 778,751 | 0.93× |
| West Midlands | 452,568 | 0.72× |
| Northern Ireland | 430,349 | 0.96× |
| North East | 378,581 | 0.67× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Matalan | 2.9× | Shopping |
| New Look | 3.18× | Fashion & Accessoires |
| Zara | 3.2× | Shopping |
| Primark | 2.15× | Shopping |
| Superdrug | 2.08× | Shopping |
| Very (online retailer) | 1.85× | |
| River Island | 2.22× | Fashion & Accessoires |
| Debenhams | 2.07× | Fashion & Accessoires |
| TK Maxx | 2.06× | Shopping |
| Selfridges | 1.94× | Shopping |
| Skin care | 1.94× | Beauty & Wellness |
| Beauty salons | 1.58× | Beauty & Wellness |
| Dresses | 1.59× | Fashion & Accessoires |
| Boutiques | 1.6× | Fashion & Accessoires |
| Skirt | 2.12× | Fashion & Accessoires |
| Children's clothing | 2.2× | Fashion & Accessoires |
| Marks & Spencer | 1.63× | Shopping |
| IKEA | 1.56× | Home & Garden |
| Dunelm | 1.68× | Home & Garden |
| The White Company | 2.73× | Literature |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Design Affinity | PREMIUM | 1.5 |
| Indulgence | JOY | 1.25 |
| Price Sensitivity | PREMIUM | 1.22 |
| Creativity | OPEN | 1.19 |
| DIY Mentality | THRILL | 1.18 |
| Sustainability | BALANCE | 1.16 |
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 United Kingdom
- Primark (14,337,764)
- TK Maxx (11,713,544)
- Amazon.com (7,666,722)
- Zara (6,775,387)
- AliExpress (6,476,982)
Frequently asked questions
How many fans does H&M have in United Kingdom?
H&M has an estimated audience of 14,612,322 people in United Kingdom, concentrated in England and Greater London.
What is the gender split and age of H&M fans?
77.5% of H&M fans are female, 22.5% are male, with an average age of 40.1 years.
Which brands do H&M fans like most?
H&M fans show strongest brand affinity for Matalan (2.9×), New Look (3.18×), and Zara (3.2×) over the country average.
Where do H&M fans live in United Kingdom?
H&M fans in United Kingdom are most concentrated in England (reach 10,959,242), Greater London (reach 2,731,494), and South East (reach 2,149,841). 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 New Look (3.18×), Zara (3.2×), Primark (2.15×), and Superdrug (2.08×) compared to the United Kingdom average.
How to read this data
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.
About this audience profile
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.