Rascasse Audience Intelligence

Massimo Dutti Target Market in Germany

Massimo Dutti has an estimated audience of 2,121,635 people in Germany.

#3among Mainstream fashion shop in Germany
#387among Brand in Germany
#120in Shopping

The average Massimo Dutti fan in Germany is 35.7 years old, more female, and lives primarily in Nordrhein-Westfalen.

By number of fans, Massimo Dutti ranks #3 among the 5 objects in Mainstream fashion shop in Germany.

Its fans are 0.9 years younger than the group average of 36.6.

Compared with the other 4 objects in Mainstream fashion shop, Massimo Dutti fans stand out for their interest in WE Fashion, MARC CAIN and Escada.

Most fans live in Nordrhein-Westfalen, Bayern, Baden-Württemberg.

Top affinities include Gina Tricot, WE Fashion, MARC CAIN, with strongest over-indexing on Gina Tricot (22.1× the country average).

Demographically, the Massimo Dutti audience skews more female with an average age of 35.7, and over-indexes on personality traits such as Design Affinity, Creativity.

The typical Massimo Dutti fan in Germany is more female, around 35.7 years old, with strong Design Affinity tendencies and a notable affinity for Gina Tricot.

Category: Shopping · Type: Brand · Subtype: Mainstream fashion shop

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
2.1M
in Germany
Gender
72.3%♀
27.7% male
Age
35.7
average years
Country rank
#3081
among all objects in Germany
Fig. 01

Search interest · 12-month trend

+18%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Massimo Dutti

72.3% are female, 27.7% are male, average age 35.7.

Fig. 02

Gender split

72.3%
Female
27.7%
Male
Demographic split for Massimo Dutti audience in Germany
MetricValue
Female72.3%
Male27.7%
Average age35.7
Estimated audience size2,121,635
Fig. 03

Age distribution

Ø 35.7
average years
Age distribution of the Massimo Dutti audience in Germany
Age bracketShare%
16-2427%
25-3424%
35-4420%
45-5418%
55+11%
Fig. 04

Worldwide distribution

8.8%

of the worldwide Massimo Dutti audience comes from Germany.

Worldwide audience distribution share by country for Massimo Dutti
CountryShare
Spain17.9%
Germany8.8%
Italy7.2%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the Germany average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Fig. 05

Top regions by affinity

Massimo Dutti customers by region in Germany
#RegionReachAffinity×
01Hamburg~100K2.42×
02Berlin~200K1.97×
03Hessen~200K1.41×
04Bayern~500K1.40×
05Nordrhein-Westfalen~600K1.20×
06Baden-Württemberg~300K1.19×
07Bremen~20K0.96×
08Schleswig-Holstein~70K0.90×
09Rheinland-Pfalz~90K0.83×
10Niedersachsen~200K0.80×
11Brandenburg~40K0.62×
12Saarland~20K0.62×
13Sachsen~50K0.50×
14Mecklenburg-Vorpommern~20K0.47×
15Sachsen-Anhalt~20K0.41×
16Thüringen~20K0.40×
Fig. 06

Affinity by region

Affinity by region — Massimo Dutti, Germany
0.40×1.00×2.42×
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 Massimo Dutti audience vs. the country average
#·InterestCategoryAffinity×
01Gina TricotFashion & Accessoires22.10×
02WE FashionFashion & Accessoires21.84×
03MARC CAINFashion & Accessoires21.39×
04EscadaFashion & Accessoires20.72×
05Lala BerlinFashion & Accessoires20.16×
06G-StarFashion & Accessoires19.57×
07StradivariusShopping17.22×
08Steve MaddenFashion & Accessoires16.45×
09Max MaraFashion & Accessoires16.41×
10OyshoFashion & Accessoires16.31×
11COSShopping13.28×
12Ted BakerFashion & Accessoires12.92×
13Tom TailorFashion & Accessoires10.85×
14BershkaShopping10.72×
15S.OliverFashion & Accessoires9.73×
16LacosteFashion & Accessoires8.62×
17PrimarkShopping5.68×
18C&AShopping5.61×
19BreuningerFashion & Accessoires4.33×
20H&MShopping3.35×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Massimo Dutti audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Massimo Dutti audience vs. the country average · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM2.25×
CreativityOPEN1.99×
Price SensitivityPREMIUM1.73×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Massimo Dutti audience vs. the country average · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.45×
Need for SecurityCONSERVATISM0.62×
SpiritualityBALANCE0.67×
0×1.00× baseline2×
Appendix

Explore more audiences

More Mainstream fashion shop audiences in Germany

  • COS (4,062,568)

See Massimo Dutti audiences in other countries

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in Germany with measurable interest in Massimo Dutti 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
07/2025 – 06/2026 · updated quarterly · data status Q2/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q2/2026, rascasse.com/explore/de/massimo-dutti-42511” · Methodology