Rascasse Audience Intelligence

Hermès Target Market in United States

A data profile of the people who buy, follow and care about Hermès in United States — modelled from more than twelve digital signal sources. Hermès has an estimated audience of 11,866,355 people in United States.

#7among Luxury fashion in United States#295among Brand in United States#152in Fashion & Accessoires

The average Hermès fan in United States is 35.3 years old, more female, and lives primarily in California.

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

Top brand affinities include Coach, Macy's, Beauty, with strongest over-indexing on Coach (8.58× the country average).

Demographically, the Hermès audience skews more female with an average age of 35.3, and over-indexes on personality traits such as Quality Awareness, Luxury Orientation.

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

The typical Hermès fan in United States is more female, around 35.3 years old, with strong Quality Awareness tendencies and a notable affinity for Coach.

Category: Fashion & Accessoires · Type: Brand · Subtype: Luxury 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 Hermès profile in United States.

Audience size
11.9M
in United States
Gender
65.8%♀
34.2% male
Age
35.3
average years
Country rank
#3006
Brand in United States
Fig. 01

Search interest · 12-month trend

+4%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Hermès

65.8% are female, 34.2% are male, average age 35.3.

Fig. 02

Gender split

65.8%
Female
34.2%
Male
Demographic split for Hermès audience in United States
MetricValue
Female65.8%
Male34.2%
Average age35.3
Estimated audience size11,866,355
Fig. 03

Age distribution

Ø 35.3
average years
Age distribution of the Hermès audience in United States
Age bracketShare%
16-1929%
20-2923%
30-3918%
40-4917%
50+13%
Fig. 04

Worldwide distribution

11.5%

of the worldwide Hermès audience comes from United States.

Worldwide audience distribution share by country for Hermès
CountryShare
Japan11.9%
Germany11.8%
United States11.5%
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 Hermès audience in United States is strongest.

Fig. 05

Top regions by affinity

Hermès customers by region in United States
#RegionReachAffinity×
01Hawaii~200K3.53×
02New York~2M2.73×
03California~2.5M2.08×
04New Jersey~600K2.03×
05Washington, District of Columbia~70K1.95×
06Nevada~200K1.83×
07Florida~1.5M1.61×
08Massachusetts~300K1.48×
09Washington~300K1.35×
10Connecticut~200K1.32×
11Texas~1M1.23×
12Georgia~400K1.19×
13Illinois~500K1.16×
14Virginia~300K1.15×
15Maryland~200K1.11×
16Oregon~100K1.04×
17Pennsylvania~400K0.99×
18Arizona~200K0.97×
19Delaware~30K0.95×
20Rhode Island~30K0.92×
21Michigan~300K0.89×
22Colorado~200K0.89×
23Tennessee~200K0.84×
24North Carolina~300K0.81×
25Ohio~300K0.77×
26Utah~80K0.77×
27New Hampshire~40K0.77×
28Louisiana~100K0.76×
29South Carolina~100K0.74×
30Alabama~100K0.74×
31Oklahoma~90K0.71×
32Indiana~100K0.69×
33Alaska~20K0.69×
34Missouri~100K0.65×
35Kentucky~100K0.65×
36Arkansas~60K0.64×
37Mississippi~60K0.64×
38Maine~30K0.63×
39Kansas~60K0.62×
40Vermont~10K0.62×
41Minnesota~100K0.61×
42New Mexico~40K0.60×
43Idaho~30K0.58×
44Nebraska~30K0.58×
45North Dakota~10K0.58×
46Wisconsin~100K0.56×
47West Virginia~30K0.56×
48Montana~20K0.54×
49Iowa~50K0.52×
50South Dakota~10K0.50×
Fig. 06

Affinity by region

Affinity by region — Hermès, United States
0.50×1.00×3.53×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Hermès audience
#·InterestCategoryAffinity×
01Van Cleef & ArpelsFashion & Accessoires11.66×
02Lanvin (clothing)Fashion & Accessoires9.76×
03The RealRealFashion & Accessoires8.91×
04CoachFashion & Accessoires8.58×
05Bottega VenetaFashion & Accessoires7.74×
06David YurmanFashion & Accessoires7.12×
07BalenciagaFashion & Accessoires4.98×
08Tory BurchFashion & Accessoires4.41×
09AritziaFashion & Accessoires4.35×
10GucciFashion & Accessoires4.27×
11Macy'sShopping3.88×
12Bloomingdale'sShopping3.85×
13Louis VuittonFashion & Accessoires3.40×
14Men's clothingFashion & Accessoires2.84×
15Fashion designBusiness & Career2.62×
16Luxury goodsFashion & Accessoires2.05×
17JewelryFashion & Accessoires2.01×
18WomanKids & Family2.00×
19ShoesFashion & Accessoires1.97×
20BeautyBeauty & Wellness1.75×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Hermès 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 Hermès audience · What stands out
TraitClusterDeviationScore
Quality AwarenessPREMIUM2.44×
Luxury OrientationPREMIUM2.38×
Design AffinityPREMIUM2.14×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Hermès audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.42×
Need for SecurityCONSERVATISM0.56×
Community OrientationOPEN0.78×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Hermès's target market in United States?

Hermès's target market in United States covers an estimated 11,866,355 people, concentrated in California and New York.

02

What is the gender split and age of Hermès customers?

65.8% of the Hermès audience are female, 34.2% are male, with an average age of 35.3 years.

03

Which brands do Hermès fans like most?

Hermès fans show strongest brand affinity for Coach (8.58×), Macy's (3.88×), and Beauty (1.75×) over the country average.

04

Where do Hermès fans live in United States?

Hermès fans in United States are most concentrated in California (reach ~2.5M), New York (reach ~2M), and Florida (reach ~1.5M). These three regions account for the largest share of the active audience.

05

What other brands do Hermès fans also like?

Beyond Hermès itself, the audience over-indexes on Macy's (3.88×), Beauty (1.75×), Men's clothing (2.84×), and Shoes (1.97×) compared to the United States average.

Appendix

Explore more audiences

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

More Luxury fashion audiences in United States

See Hermès audiences in other countries

How to read this data

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