Rascasse Audience Intelligence

Fjällräven Target Market in United States

A data profile of the people who buy, follow and care about Fjällräven in United States — modelled from more than twelve digital signal sources. Fjällräven has an estimated audience of 1,644,023 people in United States.

#6among Bags and accessories in United States#1714among Brand in United States#729in Fashion & Accessoires

The average Fjällräven fan in United States is 37.6 years old, balanced, and lives primarily in California.

The audience is concentrated in California, New York, Washington.

Top brand affinities include Travel Adventures, Sports equipment, Uniqlo, with strongest over-indexing on Travel Adventures (6.45× the country average).

Demographically, the Fjällräven audience skews balanced with an average age of 37.6, and over-indexes on personality traits such as Design Affinity, Pet Ownership.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

The typical Fjällräven fan in United States is balanced, around 37.6 years old, with strong Design Affinity tendencies and a notable affinity for Travel Adventures.

Category: Fashion & Accessoires · Type: Brand · Subtype: Bags and accessories

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Fjällräven profile in United States.

Audience size
1.6M
in United States
Gender
48.8%♀
51.2% male
Age
37.6
average years
Country rank
#16563
Brand in United States
Fig. 01

Search interest · 12-month trend

+3%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Fjällräven

48.8% are female, 51.2% are male, average age 37.6.

Fig. 02

Gender split

48.8%
Female
51.2%
Male
Demographic split for Fjällräven audience in United States
MetricValue
Female48.8%
Male51.2%
Average age37.6
Estimated audience size1,644,023
Fig. 03

Age distribution

Ø 37.6
average years
Age distribution of the Fjällräven audience in United States
Age bracketShare%
16-1923%
20-2922%
30-3919%
40-4918%
50+18%
Fig. 04

Worldwide distribution

17.2%

of the worldwide Fjällräven audience comes from United States.

Worldwide audience distribution share by country for Fjällräven
CountryShare
United States17.2%
Germany12.6%
United Kingdom7.7%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Fjällräven audience in United States is strongest.

Fig. 05

Top regions by affinity

Fjällräven customers by region in United States
#RegionReachAffinity×
01Alaska~10K3.62×
02Colorado~70K2.63×
03Vermont~7K2.61×
04Montana~10K2.31×
05Washington~70K2.13×
06Oregon~40K2.06×
07Maine~10K1.77×
08Minnesota~40K1.73×
09Massachusetts~50K1.66×
10New Hampshire~9K1.38×
11New York~100K1.28×
12Wyoming~3K1.27×
13Washington, District of Columbia~6K1.22×
14Utah~20K1.20×
15Idaho~9K1.09×
16California~200K1.06×
17Illinois~60K1.05×
18Wisconsin~20K1.00×
19Michigan~40K0.89×
20Connecticut~10K0.86×
21Rhode Island~4K0.86×
22Virginia~30K0.82×
23New Mexico~7K0.81×
24North Dakota~3K0.81×
25New Jersey~30K0.78×
26South Dakota~3K0.76×
27Hawaii~5K0.75×
28Maryland~20K0.71×
29Pennsylvania~40K0.69×
30Iowa~9K0.69×
31North Carolina~30K0.68×
32Nebraska~5K0.63×
33Nevada~10K0.60×
34Arizona~20K0.59×
35Ohio~30K0.57×
36Tennessee~20K0.57×
37Kansas~7K0.57×
38Indiana~20K0.55×
39Arkansas~7K0.55×
40West Virginia~4K0.55×
41Georgia~30K0.53×
42Missouri~10K0.52×
43Kentucky~10K0.52×
44Oklahoma~8K0.47×
45Texas~60K0.46×
46South Carolina~10K0.44×
47Alabama~10K0.43×
48Florida~40K0.38×
49Mississippi~5K0.38×
50Louisiana~8K0.37×
Fig. 06

Affinity by region

Affinity by region — Fjällräven, United States
0.37×1.00×3.62×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Fjällräven audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Fjällräven audience
#·InterestCategoryAffinity×
01Helly HansenFashion & Accessoires20.50×
02Nordic skiingSports14.22×
03Indoor climbingSports13.80×
04Free climbingSports9.37×
05UniqloShopping7.05×
06EverlaneFashion & Accessoires7.00×
07Travel AdventuresTravel & Leisure6.45×
08BirkenstockFashion & Accessoires6.04×
09Aerie (American Eagle Outfitters)Brand4.92×
10AerieShopping4.79×
11Sports equipmentSports4.76×
12UtahTravel & Leisure4.61×
13Urban OutfittersShopping4.55×
14Survival skillsPolitics & Society3.50×
15Trader Joe'sShopping2.34×
16VideoMovies & TV1.99×
17ShoesFashion & Accessoires1.97×
18BeautyBeauty & Wellness1.75×
19BeveragesFood & Beverages1.74×
20Food and drinkFood & Beverages1.55×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Fjällräven audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Fjällräven audience · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM1.90×
Pet OwnershipJOY1.63×
SustainabilityBALANCE1.59×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Fjällräven audience · Rather not
TraitClusterDeviationScore
Need for SecurityCONSERVATISM0.62×
TraditionCONSERVATISM0.73×
Career OrientationPOWER0.89×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Fjällräven's target market in United States?

Fjällräven's target market in United States covers an estimated 1,644,023 people, concentrated in California and New York.

02

What is the gender split and age of Fjällräven customers?

48.8% of the Fjällräven audience are female, 51.2% are male, with an average age of 37.6 years.

03

Which brands do Fjällräven fans like most?

Fjällräven fans show strongest brand affinity for Travel Adventures (6.45×), Sports equipment (4.76×), and Uniqlo (7.05×) over the country average.

04

Where do Fjällräven fans live in United States?

Fjällräven fans in United States are most concentrated in California (reach ~200K), New York (reach ~100K), and Washington (reach ~70K). These three regions account for the largest share of the active audience.

05

What other brands do Fjällräven fans also like?

Beyond Fjällräven itself, the audience over-indexes on Sports equipment (4.76×), Uniqlo (7.05×), Helly Hansen (20.5×), and Birkenstock (6.04×) compared to the United States average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

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See Fjällräven audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Fjällräven. 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 States. 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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