Moroccan Shoppers Pay Up to 70% More for Zara, Bershka Items Than European Customers

The debate has been relaunched by the newspaper L’Opinion, which made the comparison with certain products sold in Morocco. A Zara jacket sold for around 150 euros in Spain is also available in Morocco for the price of 2,000 dirhams, or about 200 euros. The same is true for shoes priced at 70 euros at Bershka but available in Morocco for 900 dirhams, or about 90 euros.

Professionals in the sector point to several reasons for this price gap, with additional costs such as transportation, conversion, high rents, and especially unfavorable taxation at the top of the list. For example, customs duties on imports have significantly increased in recent years, directly impacting the final price for the consumer.

"Since 2012, customs duties were 25% on imports of franchises. But to encourage its brands to source locally, the government decided, starting in 2020, to increase customs duties twice, first to 30%, then to 40%. Most franchises have decided to pass this tax directly on to consumers, which has resulted in a drop in sales. To correct this, the 2024 Finance Act will reduce these duties from 40% to 30%," writes the newspaper.

According to the government, this gap is explained by the desire to favor local producers, but this explanation is to be nuanced according to a professional in the sector. "Brands are divided between high-end, luxury, mid-range, accessible luxury and mass market. The essence lies in the fact that luxury brands are synonymous with luxury, and the pricing, i.e. the retail price, stems from this positioning," explains Karim Tazi, founder of the Marwa ready-to-wear stores, in the same publication.