Most Moroccans prefer to wear foreign brand clothes, thus abandoning national products. This is what a study prepared by the polling firm Averty for the Moroccan Denim and Fashion Cluster (MDFC) reveals.
According to the study “How does the Moroccan dress in 2021?” », Only a quarter of Moroccans have a preference for national products. The majority, or the remaining three-quarters, prefer foreign brands when it comes to clothing. In a quarter of Moroccans with a preference for local products, there are 19% women and 30% men. People aged 50 and over (33%) and the well-to-do (33%) are those who prefer Moroccan products, the study said. 25% of women believe that these products are more suitable for them and 40% of men prefer to wear Made in Morocco to support national production.
The majority of Moroccans with a preference for foreign products justify their choice by the best quality of these products (78%), the best style (48%), the best price (33%) and the largest choice (30%) . Almost 92% of young workers, aged 35 to 49, prefer these products for their quality. In general, Moroccans give marks at the limit of the average to Moroccan products: 6.3 / 10 for the price; 6.1 / 10 for the design; 6/10 for the choice; 5.8 / 10 for quality and 3.6 for originality. However, quality is an important criterion when it comes to buying clothes.
These data will allow professionals in the sector to study ways and means to make Moroccan brands more competitive and attractive on the market. “Following the publication of the results, the cluster initiated a meeting with distribution professionals in the local market during which all confirmed the desire to catch up with the foreign brands already installed”, said the MDFC in a press release. . The study was conducted on a sample of 1,064 people, with 52% men and 48% women, from both urban (88.25%) and rural (11.75%) areas.