Morocco’s Textile Industry Unveils ’Dayem Morocco’ Strategy to Boost Local and Export Sales

Gathered within the Moroccan Association of Textile and Clothing Industries (Amith), these players have launched the new strategy called Textile 2035, "Dayem Morocco", a reference to "sustainability not only in its environmental dimension, but also social and economic", says Fatima Zahra Alaoui, general manager of the association.

This charm operation aims to cope with the changes in the international market, as the national textile industry must take advantage of current opportunities to position itself in new outlets such as the United Kingdom and the United States, reports La Vie Eco, citing industry professionals.

For Fatima Zahra Alaoui, "Morocco must, like these countries, be armed to respond to the new realities of the international market, in particular the boom in e-commerce that has been accelerated by the health crisis, the new trends in ready-to-wear, including a more eco-responsible fashion and the emergence of new materials and recycling".

To this end, Amith aims to bring exports to 60 billion dirhams and 60% of production in subcontracting and finished products. We must also achieve 20% of exports to the new markets of North America and Northern Europe, she added.

To achieve this, Amith bases its actions on ten commandments, ranging from job creation to training, through innovation and digital. Among these commandments, "Let’s develop the Moroccan Touch". This is designed to dress Moroccans with Moroccan brands.