Rascasse Audience Intelligence

H&M Target Market in United States

A data profile of the people who buy, follow and care about H&M in United States — modelled from more than twelve digital signal sources. H&M has an estimated audience of 26,296,003 people in United States.

#5among Fashion in United States#114among Brand in United States#53in Shopping

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 Sustainability, Design Affinity.

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

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

Category: Shopping · Type: Brand · Subtype: Fashion

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 H&M profile in United States.

Audience size
26.3M
in United States
Gender
75.0%♀
25.0% male
Age
35.7
average years
Country rank
#1134
Brand in United States
Fig. 01

Search interest · 12-month trend

-10%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of H&M

75.0% are female, 25.0% are male, average age 35.7.

Fig. 02

Gender split

75.0%
Female
25.0%
Male
Demographic split for H&M audience in United States
MetricValue
Female75.0%
Male25.0%
Average age35.7
Estimated audience size26,296,003
Fig. 03

Age distribution

Ø 35.7
average years
Age distribution of the H&M audience in United States
Age bracketShare%
16-1926%
20-2924%
30-3920%
40-4916%
50+14%
Fig. 04

Worldwide distribution

11.3%

of the worldwide H&M audience comes from United States.

Worldwide audience distribution share by country for H&M
CountryShare
United States11.3%
Germany7.4%
Japan7.4%
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 H&M audience in United States is strongest.

Fig. 05

Top regions by affinity

H&M customers by region in United States
#RegionReachAffinity×
01Washington, District of Columbia~200K2.80×
02New York~4M2.59×
03California~5M1.67×
04New Jersey~1M1.63×
05Nevada~400K1.43×
06Maryland~700K1.42×
07Hawaii~200K1.42×
08Illinois~1.5M1.41×
09Massachusetts~700K1.36×
10Texas~3M1.31×
11Georgia~1M1.31×
12Connecticut~300K1.28×
13Virginia~800K1.24×
14Florida~2M1.22×
15Utah~300K1.20×
16Washington~600K1.10×
17Rhode Island~90K1.08×
18Pennsylvania~900K0.99×
19Colorado~400K0.98×
20Arizona~500K0.96×
21North Carolina~800K0.95×
22Oregon~300K0.95×
23Minnesota~400K0.93×
24Delaware~70K0.93×
25South Carolina~400K0.92×
26Louisiana~300K0.91×
27Michigan~600K0.90×
28Tennessee~500K0.88×
29Missouri~400K0.86×
30Alabama~300K0.86×
31Kansas~200K0.80×
32Idaho~100K0.80×
33Wisconsin~300K0.79×
34Indiana~400K0.76×
35Ohio~600K0.75×
36Vermont~30K0.73×
37New Mexico~90K0.71×
38Alaska~40K0.71×
39Nebraska~90K0.70×
40Mississippi~200K0.69×
41Arkansas~200K0.68×
42Oklahoma~200K0.67×
43Kentucky~200K0.66×
44New Hampshire~70K0.64×
45Maine~60K0.63×
46Iowa~100K0.62×
47North Dakota~30K0.57×
48West Virginia~60K0.49×
49Montana~40K0.49×
50South Dakota~30K0.44×
Fig. 06

Affinity by region

Affinity by region — H&M, United States
0.44×1.00×2.80×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for H&M audience
#·InterestCategoryAffinity×
01Fast fashionFashion & Accessoires5.63×
02AerieShopping5.08×
03Aerie (American Eagle Outfitters)Brand4.95×
04ZaraShopping4.53×
05AritziaFashion & Accessoires4.19×
06Nordstrom rackFashion & Accessoires4.12×
07Banana RepublicFashion & Accessoires4.03×
08T.J.MaxxShopping3.56×
09BurlingtonFashion & Accessoires3.45×
10Fashion NovaShopping2.93×
11Women's clothingFashion & Accessoires2.62×
12Trader Joe'sShopping2.14×
13Macy'sShopping2.06×
14Kohl'sShopping2.02×
15WomanKids & Family1.85×
16Mobile appTechnology & Electronics1.79×
17ShoesFashion & Accessoires1.77×
18Mobile phonesTechnology & Electronics1.76×
19ChildKids & Family1.69×
20BeautyBeauty & Wellness1.61×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the H&M 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 H&M audience · What stands out
TraitClusterDeviationScore
SustainabilityBALANCE1.40×
Design AffinityPREMIUM1.38×
CreativityOPEN1.37×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by H&M audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.44×
Need for SecurityCONSERVATISM0.74×
Risk AppetiteTHRILL0.80×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is H&M's target market in United States?

H&M's target market in United States covers an estimated 26,296,003 people, concentrated in California and New York.

02

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

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

03

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.

04

Where do H&M fans live in United States?

H&M fans in United States are most concentrated in California (reach ~5M), New York (reach ~4M), and Texas (reach ~3M). These three regions account for the largest share of the active audience.

05

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×), Aerie (American Eagle Outfitters) (4.95×), and Burlington (3.45×) compared to the United States average.

Appendix

Explore more audiences

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

More Fashion audiences in United States

See H&M audiences in other countries

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.

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