A data profile of the people who buy, follow and care about Undergarment in South Africa — modelled from more than twelve digital signal sources. Undergarment has an estimated audience of 922,406 people in South Africa.
Undergarment has an estimated audience of 922,406 people in South Africa. 70.1% are female, 29.9% are male, average age 37.1. Top brand affinities: Calvin Klein, Puma, High-net-worth individual, Outerwear, Lacoste.
Top brand affinities include Calvin Klein, Puma, High-net-worth individual, with strongest over-indexing on Calvin Klein (3.92× the country average).
Demographically, the Undergarment audience skews more female with an average age of 37.1, and over-indexes on personality traits such as Price Sensitivity, Design Affinity.
The typical Undergarment fan in South Africa is more female, around 37.1 years old, with strong Price Sensitivity tendencies and a notable affinity for Calvin Klein.
The key figures that characterise the Undergarment profile in South Africa.
70.1% are female, 29.9% are male, average age 37.1.
| Metric | Value |
|---|---|
| Female | 70.1% |
| Male | 29.9% |
| Average age | 37.1 |
| Estimated audience size | 922,406 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 23% | |
| 20-29 | 25% | |
| 30-39 | 19% | |
| 40-49 | 13% | |
| 50+ | 20% |
of the worldwide Undergarment audience comes from South Africa.
| Country | Share |
|---|---|
| United States | 21.5% |
| Italy | 5.9% |
| United Kingdom | 4.8% |
The strongest cross-interests of the Undergarment audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Calvin Klein | Fashion & Accessoires | 3.92× | ||
| 02 | Hermès | Fashion & Accessoires | 3.18× | ||
| 03 | Burberry | Fashion & Accessoires | 2.84× | ||
| 04 | Outerwear | Fashion & Accessoires | 2.71× | ||
| 05 | Michael Kors | Fashion & Accessoires | 2.48× | ||
| 06 | Puma | Fashion & Accessoires | 2.47× | ||
| 07 | High-net-worth individual | Business & Career | 2.40× | ||
| 08 | Versace | Fashion & Accessoires | 2.30× | ||
| 09 | Lacoste | Fashion & Accessoires | 2.10× | ||
| 10 | Business class | Travel & Leisure | 1.86× | ||
| 11 | Online food ordering | Food & Beverages | 1.76× | ||
| 12 | Designer clothing | Fashion & Accessoires | 1.72× | ||
| 13 | Department store | Shopping | 1.68× | ||
| 14 | Nightlife | Arts & Culture | 1.64× | ||
| 15 | Fast casual restaurants | Food & Beverages | 1.62× | ||
| 16 | Louis Vuitton | Fashion & Accessoires | 1.62× | ||
| 17 | Bedroom furniture | Home & Garden | 1.59× | ||
| 18 | Local food | Food & Beverages | 1.55× | ||
| 19 | New Balance | Fashion & Accessoires | 1.53× | ||
| 20 | Snapchat | Internet & Social Media | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 1.55× | |
| Design Affinity | PREMIUM | 1.49× | |
| Indulgence | JOY | 1.45× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.51× | |
| Risk Appetite | THRILL | 0.82× | |
| Social Media Usage | JOY | 0.86× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in South Africa who actively search for Undergarment. 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.
This audience profile is generated by Rascasse from anonymized search-behavior signals across South Africa. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.