A data profile of the people who buy, follow and care about Zalando in Sweden — modelled from more than twelve digital signal sources. Zalando has an estimated audience of 1,417,282 people in Sweden.
Zalando has an estimated audience of 1,417,282 people in Sweden. 70.4% are female, 29.6% are male, average age 42.3. Top brand affinities: Gina Tricot, Ellos, H&M, Children's clothing, Bubbleroom.
Top brand affinities include Gina Tricot, Ellos, H&M, with strongest over-indexing on Gina Tricot (1.57× the country average).
Demographically, the Zalando audience skews more female with an average age of 42.3, and over-indexes on personality traits such as Patriotism, Creativity.
The typical Zalando fan in Sweden is more female, around 42.3 years old, with strong Patriotism tendencies and a notable affinity for Gina Tricot.
The key figures that characterise the Zalando profile in Sweden.
70.4% are female, 29.6% are male, average age 42.3.
| Metric | Value |
|---|---|
| Female | 70.4% |
| Male | 29.6% |
| Average age | 42.3 |
| Estimated audience size | 1,417,282 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 11% | |
| 20-29 | 20% | |
| 30-39 | 20% | |
| 40-49 | 22% | |
| 50+ | 27% |
The strongest cross-interests of the Zalando audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Ellos | Shopping | 1.67× | ||
| 02 | Bubbleroom | Shopping | 1.66× | ||
| 03 | Promod | Fashion & Accessoires | 1.63× | ||
| 04 | Chiquelle | Fashion & Accessoires | 1.62× | ||
| 05 | Nelly.com | Fashion & Accessoires | 1.61× | ||
| 06 | Inditex | Shopping | 1.61× | ||
| 07 | Zappos | Fashion & Accessoires | 1.60× | ||
| 08 | Children's clothing | Fashion & Accessoires | 1.58× | ||
| 09 | Simona Tagli | Movies & TV | 1.58× | ||
| 10 | Gina Tricot | Fashion & Accessoires | 1.57× | ||
| 11 | Sears | Shopping | 1.53× | ||
| 12 | H&M | Shopping | 1.51× | ||
| 13 | Zalando Lounge | Shopping | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.84× | |
| Creativity | OPEN | 0.83× | |
| Social Media Usage | JOY | 0.77× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Healthy Lifestyle | BALANCE | 0.50× | |
| Travelling | THRILL | 0.60× | |
| Urban Lifestyle | OPEN | 0.71× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Sweden who actively search for Zalando. 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 Sweden. 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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