Fjällräven Audience in United States

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Fjällräven has an estimated audience of 1,640,182 people in United States. 48.8% are female, 51.2% are male, average age 37.6. Top regions: California, New York, Washington. Top brand affinities: Travel Adventures, Sports equipment, Uniqlo, Helly Hansen, Birkenstock.

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

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

Demographics of Fjällräven fans

Demographic split for Fjällräven audience in United States
MetricValue
Female48.8%
Male51.2%
Average age37.6
Estimated audience size1,640,182

Audience persona

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

Top regions in United States

Top regions ranked by reach for Fjällräven in United States
RegionReachAffinity
California205,9051.14×
New York121,4341.32×
Washington72,9522.22×
Colorado72,7482.81×
Texas68,3250.48×
Illinois60,4191.11×
Massachusetts55,5051.72×
Minnesota43,0281.83×
Florida41,7480.38×
Oregon40,9372.18×
Pennsylvania38,3570.69×
Michigan38,0840.89×
North Carolina35,6560.72×
New Jersey33,3760.8×
Virginia33,1570.83×
Ohio28,0490.56×
Georgia26,8240.53×
Wisconsin25,9051.05×
Arizona20,4490.61×
Maryland20,0740.71×
Utah19,3621.32×
Tennessee18,4800.56×
Indiana16,2090.54×
Connecticut13,7300.83×
Missouri13,5090.51×
Alaska11,7253.34×
Maine10,3631.76×
South Carolina10,2860.42×
Montana10,2042.24×
Kentucky9,9470.48×
Nevada9,3680.59×
Alabama9,1460.4×
Iowa9,0460.67×
New Hampshire8,9871.39×
Idaho8,8691.08×
Oklahoma7,9660.44×
Vermont7,8852.74×
Arkansas6,8940.51×
Kansas6,7230.52×
Louisiana6,5220.31×
New Mexico6,4130.78×
Washington, District of Columbia6,1481.25×
Hawaii5,0500.72×
Nebraska4,9340.6×
Rhode Island4,1160.79×
Mississippi3,2670.24×
West Virginia3,2580.43×
Wyoming2,7491.13×
South Dakota2,5390.67×
North Dakota2,3800.71×

Top brand affinities

Brands and entities this audience over-indexes on, vs. the country average.

Top brand affinities (over-index vs. country average) for Fjällräven audience
BrandAffinityCategory
Travel Adventures6.45×Travel & Leisure
Sports equipment4.76×Sports
Uniqlo7.05×Shopping
Helly Hansen20.5×Fashion & Accessoires
Birkenstock6.04×Fashion & Accessoires
Urban Outfitters4.55×Shopping
Beauty1.75×Beauty & Wellness
Survival skills3.5×Politics & Society
Food and drink1.55×Food & Beverages
Euphoria1.81×Movies & TV
Shoes1.97×Fashion & Accessoires
Nordic skiing14.22×Sports
Everlane7×Fashion & Accessoires
Aerie (American Eagle Outfitters)4.92×
Beverages1.74×Food & Beverages
Indoor climbing13.8×Sports
Video1.99×Movies & TV
Utah4.61×Travel & Leisure
Free climbing9.37×Sports
Colorado3.44×Travel & Leisure

Psychographic profile

Top six personality traits over-indexed by this audience (1.0 = country average).

Top personality traits over-indexed by Fjällräven audience
TraitClusterScore
SustainabilityBALANCE5.59
Luxury OrientationPREMIUM2.12
Sports ActivityPOWER2.1
IndulgenceJOY1.77
Risk AppetiteTHRILL1.75
Design AffinityPREMIUM1.74

Worldwide distribution

Worldwide audience distribution share by country for Fjällräven
CountryShare
United States17.2%
Germany12.7%
United Kingdom7.7%

See Fjällräven audiences in other countries

More Bags and accessories audiences in United States

Frequently asked questions

How many fans does Fjällräven have in United States?

Fjällräven has an estimated audience of 1,640,182 people in United States, concentrated in California and New York.

What is the gender split and age of Fjällräven fans?

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

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.

Where do Fjällräven fans live in United States?

Fjällräven fans in United States are most concentrated in California (reach 205,905), New York (reach 121,434), and Washington (reach 72,952). These three regions account for the largest share of the active audience.

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.

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.