Rascasse Audience Intelligence

MCM Target Market in United States

MCM has an estimated audience of 1.5M people in United States.

#47among Luxury fashion in United States
#1997among brands in United States#798in Fashion & Accessoires

The average MCM fan in United States is 36.9 years old, more female, and lives primarily in California.

By number of fans, MCM ranks #47 among the 108 objects in Luxury fashion in United States.

Its fans are 0.8 years older than the group average of 36.1.

Women make up 64.8% of the fan base, 1.1 percentage points more than the group average.

Compared with the other 107 objects in Luxury fashion, MCM fans stand out for their interest in Ed O'Neill, Longchamp and Marni (clothing).

Most fans live in California, Florida, New York.

Top affinities include Ed O'Neill, Goyard, Longchamp, with strongest over-indexing on Ed O'Neill (60.07× the country average).

Demographically, the MCM audience skews more female with an average age of 36.9, and over-indexes on personality traits such as Indulgence, Luxury Orientation.

The typical MCM fan in United States is more female, around 36.9 years old, with strong Indulgence tendencies and a notable affinity for Ed O'Neill.

Category: Fashion & Accessoires · Type: Brand · Subtype: Luxury fashion

Data status: Q3/2026 · Source & method

Section 01

At a glance

Audience size
1.5M
in United States
Gender
64.8%♀
35.2% male
Age
36.9
average years
Country rank
#18279
among all objects in United States
Fig. 01

Search interest · 12-month trend

-14%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of MCM

64.8% are female, 35.2% are male, average age 36.9.

Fig. 02

Gender split

64.8%
Female
35.2%
Male
Demographic split for MCM audience in United States
MetricValue
Female64.8%
Male35.2%
Average age36.9
Estimated audience size1.5M
Fig. 03

Age distribution

Ø 36.9
average years
Age distribution of the MCM audience in United States
Age bracketShare%
16-2425%
25-3423%
35-4420%
45-5418%
55+14%
Fig. 04

Worldwide distribution

32.1%

of the worldwide MCM audience comes from United States.

Worldwide audience distribution share by country for MCM
CountryShare
United States32.1%
Germany16.7%
Japan16.2%
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

Fig. 05

Top regions by affinity

MCM customers by region in United States
#RegionReachAffinity×
01Maryland~50K1.97×
02Louisiana~40K1.97×
03Washington, District of Columbia~6K1.83×
04Alabama~40K1.70×
05Mississippi~20K1.61×
06Nevada~20K1.59×
07Kansas~20K1.56×
08Georgia~70K1.49×
09California~300K1.47×
10Florida~100K1.44×
11New York~100K1.37×
12Hawaii~9K1.37×
13Michigan~60K1.23×
14Delaware~5K1.22×
15Virginia~50K1.20×
16New Jersey~50K1.19×
17Illinois~70K1.16×
18Texas~100K1.15×
19Connecticut~20K1.08×
20Pennsylvania~60K1.07×
21Arizona~30K1.03×
22Missouri~30K1.00×
23Tennessee~30K0.99×
24Wisconsin~20K0.90×
25South Carolina~20K0.90×
26Ohio~50K0.89×
27North Carolina~40K0.88×
28Washington~30K0.88×
29Indiana~30K0.83×
30Rhode Island~4K0.83×
31Oregon~20K0.80×
32New Mexico~8K0.80×
33Kentucky~20K0.79×
34Arkansas~10K0.79×
35Alaska~2K0.78×
36Iowa~10K0.77×
37Massachusetts~20K0.74×
38Oklahoma~10K0.72×
39Colorado~20K0.71×
40Nebraska~6K0.69×
41West Virginia~5K0.65×
42Minnesota~20K0.64×
43New Hampshire~4K0.63×
44North Dakota~2K0.63×
45Maine~4K0.59×
46Utah~9K0.58×
47Vermont~2K0.56×
48Idaho~5K0.55×
49Montana~3K0.55×
50South Dakota~2K0.54×
Fig. 06

Affinity by region

Affinity by region — MCM, United States
0.54×1.00×1.97×
Section 04
Brands and objects ranked by affinity with this audience. Values above 1.0× mean over-representation compared with the country average.

Audience interests & affinities

Fig. 07

Top cross-interests, ranked by affinity

Affinities of the MCM audience vs. the country average
#·InterestCategoryAffinity×
01Ed O'NeillMovies & TV60.07×
02GoyardFashion & Accessoires18.18×
03LongchampFashion & Accessoires17.77×
04Marni (clothing)Fashion & Accessoires16.48×
05Luxury BagsFashion & Accessoires15.82×
06Christian LouboutinFashion & Accessoires15.63×
07Bottega VenetaFashion & Accessoires15.40×
08Alexander McQueen (brand)Fashion & Accessoires15.22×
09Rick OwensFashion & Accessoires15.20×
10Miu MiuFashion & Accessoires14.25×
11Jimmy ChooFashion & Accessoires13.17×
12PradaFashion & Accessoires5.47×
13Ralph LaurenFashion & Accessoires5.42×
14Tory BurchFashion & Accessoires4.58×
15Louis VuittonFashion & Accessoires4.52×
16Property finderHome & Garden4.05×
17LeatherFashion & Accessoires3.39×
18NordstromShopping3.32×
19Beauty salonsBeauty & Wellness2.38×
20TikTokInternet & Social Media1.96×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the MCM audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the MCM audience vs. the country average · What stands out
TraitClusterDeviationScore
IndulgenceJOY3.70×
Luxury OrientationPREMIUM3.54×
Price SensitivityPREMIUM2.26×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the MCM audience vs. the country average · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.64×
TraditionCONSERVATISM0.81×
Need for SecurityCONSERVATISM0.86×
0×1.00× baseline2×
Appendix

Explore more audiences

More Luxury fashion audiences in United States

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United States with measurable interest in MCM over the last 12 months. Modelled, not counted; people interested in several brands count for each of them.
Data basis
Anonymised behavioural signals: search demand, social media signals, sponsorship and event data. Not a survey.
Period
10/2025 – 09/2026 · updated quarterly · data status Q3/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q3/2026, rascasse.com/explore/us/mcm-10003832” · Methodology