A data profile of the people who buy, follow and care about H&M in Ireland — modelled from more than twelve digital signal sources. H&M has an estimated audience of 1,172,108 people in Ireland.
H&M has an estimated audience of 1,172,108 people in Ireland. 83.3% are female, 16.7% are male, average age 37.6. Top brand affinities: Very (online retailer), Zara, River Island, Primark, Skirt.
Top brand affinities include Very (online retailer), Zara, River Island, with strongest over-indexing on Very (online retailer) (2.1× the country average).
Demographically, the H&M audience skews more female with an average age of 37.6, and over-indexes on personality traits such as Patriotism, Need for Security.
The typical H&M fan in Ireland is more female, around 37.6 years old, with strong Patriotism tendencies and a notable affinity for Very (online retailer).
The key figures that characterise the H&M profile in Ireland.
83.3% are female, 16.7% are male, average age 37.6.
| Metric | Value |
|---|---|
| Female | 83.3% |
| Male | 16.7% |
| Average age | 37.6 |
| Estimated audience size | 1,172,108 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 19% | |
| 20-29 | 23% | |
| 30-39 | 26% | |
| 40-49 | 20% | |
| 50+ | 13% |
of the worldwide H&M audience comes from Ireland.
| Country | Share |
|---|---|
| United States | 11.5% |
| Germany | 7.6% |
| Japan | 7.5% |
The strongest cross-interests of the H&M audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Very (online retailer) | Website / Newspaper / Magazine | 2.10× | ||
| 02 | Zara | Shopping | 2.01× | ||
| 03 | Charlotte Tilbury | Beauty & Wellness | 1.88× | ||
| 04 | River Island | Fashion & Accessoires | 1.83× | ||
| 05 | Sephora | Shopping | 1.83× | ||
| 06 | Makeup Tutorials | Beauty & Wellness | 1.82× | ||
| 07 | COS | Shopping | 1.79× | ||
| 08 | Party dress | Fashion & Accessoires | 1.71× | ||
| 09 | Infant clothing | Kids & Family | 1.67× | ||
| 10 | Primark | Shopping | 1.64× | ||
| 11 | House of Fraser | Fashion & Accessoires | 1.60× | ||
| 12 | Vogue Williams | Movies & TV | 1.59× | ||
| 13 | Leggings | Fashion & Accessoires | 1.58× | ||
| 14 | Foundation (cosmetics) | Beauty & Wellness | 1.58× | ||
| 15 | Skirt | Fashion & Accessoires | 1.57× | ||
| 16 | Blouse | Fashion & Accessoires | 1.57× | ||
| 17 | Toddler | Kids & Family | 1.56× | ||
| 18 | Health And Beauty | Beauty & Wellness | 1.55× | ||
| 19 | Causeway Bay | Travel & Leisure | 1.54× | ||
| 20 | Eyelash | Beauty & Wellness | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 1.52× | |
| Need for Security | CONSERVATISM | 1.02× | |
| Design Affinity | PREMIUM | 0.89× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Social Media Usage | JOY | 0.61× | |
| Travelling | THRILL | 0.84× | |
| Design Affinity | PREMIUM | 0.89× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Ireland 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 Ireland. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.