H&M Audience in United States

H&M logo

H&M has an estimated audience of 26,662,719 people in United States. 75.0% are female, 25.0% are male, average age 35.7. Top regions: California, New York, Texas. Top brand affinities: Nordstrom rack, Women's clothing, T.J.Maxx, Burlington, Aerie (American Eagle Outfitters).

The average H&M fan in United States is 35.7 years old, more female, and lives primarily in California. The audience is concentrated in California, New York, Texas. Top brand affinities include Nordstrom rack, Women's clothing, T.J.Maxx, with strongest over-indexing on Nordstrom rack (4.12× the country average). Demographically, the H&M audience skews more female with an average age of 35.7, and over-indexes on personality traits such as Luxury Orientation, Sustainability. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

Category: Shopping · Type: Brand · Subtype: Fashion

Demographics of H&M fans

Demographic split for H&M audience in United States
MetricValue
Female75.0%
Male25.0%
Average age35.7
Estimated audience size26,662,719

Audience persona

The typical H&M fan in United States is more female, around 35.7 years old, with strong Luxury Orientation tendencies and a notable affinity for Nordstrom rack.

Top regions in United States

Top regions ranked by reach for H&M in United States
RegionReachAffinity
California5,250,5531.79×
New York3,393,1222.28×
Texas3,154,9561.38×
Florida2,162,4191.2×
Illinois1,266,7651.43×
New Jersey1,167,4041.72×
Georgia1,137,4181.38×
Pennsylvania916,2411.02×
Virginia838,7231.29×
North Carolina804,7141×
Massachusetts704,1991.34×
Maryland664,3771.45×
Ohio645,6110.79×
Michigan642,7000.92×
Washington617,4871.15×
Arizona515,2290.95×
Tennessee489,5610.92×
Colorado397,9220.95×
Indiana387,6390.8×
South Carolina385,7620.96×
Missouri375,4150.87×
Minnesota362,9870.95×
Connecticut350,5821.31×
Wisconsin333,5260.83×
Nevada331,7071.29×
Alabama327,1090.88×
Louisiana313,4400.91×
Oregon293,8720.96×
Utah287,9301.21×
Kentucky232,8380.7×
Oklahoma208,3830.7×
Kansas176,8840.84×
Washington, District of Columbia169,6662.12×
Arkansas159,3200.73×
Mississippi154,1220.7×
Hawaii149,5381.3×
Iowa142,4840.65×
Idaho108,1240.81×
Nebraska96,0450.72×
New Mexico95,5430.71×
Rhode Island94,0901.11×
Delaware68,7800.94×
New Hampshire67,7470.64×
West Virginia62,9670.51×
Maine61,4470.64×
Alaska37,0010.65×
Montana35,6500.48×
Vermont33,5960.72×
North Dakota30,4550.56×
South Dakota27,2570.44×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for H&M audience
BrandAffinityCategory
Nordstrom rack4.12×Fashion & Accessoires
Women's clothing2.62×Fashion & Accessoires
T.J.Maxx3.56×Shopping
Burlington3.45×Fashion & Accessoires
Aerie (American Eagle Outfitters)4.95×
Beauty1.61×Beauty & Wellness
Banana Republic4.03×Fashion & Accessoires
Fast fashion5.63×Fashion & Accessoires
Aerie5.08×Shopping
Shoes1.77×Fashion & Accessoires
Mobile phones1.76×Technology & Electronics
Macy's2.06×Shopping
Woman1.85×Kids & Family
Mobile app1.79×Technology & Electronics
Child1.69×Kids & Family
Zara4.53×Shopping
Fashion Nova2.93×Shopping
Kohl's2.02×Shopping
Aritzia4.19×Fashion & Accessoires
Old Navy2.05×Fashion & Accessoires

Psychographic profile

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

Top personality traits over-indexed by H&M audience
TraitClusterScore
Luxury OrientationPREMIUM2.64
SustainabilityBALANCE1.89
Risk AppetiteTHRILL1.6
ExtroversionTHRILL1.41
Design AffinityPREMIUM1.39
Early Adopter MentalityPOWER1.28

Worldwide distribution

Worldwide audience distribution share by country for H&M
CountryShare
United States11.6%
Germany7.5%
Japan7.4%

See H&M audiences in other countries

More Fashion audiences in United States

Frequently asked questions

How many fans does H&M have in United States?

H&M has an estimated audience of 26,662,719 people in United States, concentrated in California and New York.

What is the gender split and age of H&M fans?

75.0% of H&M fans are female, 25.0% are male, with an average age of 35.7 years.

Which brands do H&M fans like most?

H&M fans show strongest brand affinity for Nordstrom rack (4.12×), Women's clothing (2.62×), and T.J.Maxx (3.56×) over the country average.

Where do H&M fans live in United States?

H&M fans in United States are most concentrated in California (reach 5,250,553), New York (reach 3,393,122), and Texas (reach 3,154,956). 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 Women's clothing (2.62×), T.J.Maxx (3.56×), Burlington (3.45×), and Aerie (American Eagle Outfitters) (4.95×) 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 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 States. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.