Study: 75% of Moroccans Prefer Foreign Clothing Brands Over Local Fashion

According to the study entitled "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 the quarter of Moroccans who have a preference for local products, there are 19% women and 30% men. People aged 50 and over (33%) and affluent people (33%) are those who have a preference for Moroccan products, the study specifies. 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.

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The majority of Moroccans who have a preference for foreign products justify their choice by the better quality of these products (78%), the better style (48%), the better price (33%) and the greater choice (30%). Nearly 92% of young active people, aged 35 to 49, prefer these products for their quality. In general, Moroccans give average to below average ratings to Moroccan products: 6.3/10 for price; 6.1/10 for design; 6/10 for choice; 5.8/10 for quality and 3.6 for originality. Yet quality is an important criterion when it comes to buying clothes.

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This data will allow professionals in the sector to study the 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 professionals in local distribution during which they all confirmed the willingness to catch up on the delay compared to foreign brands already established," the MDFC said in a statement. The study was conducted on a sample of 1,064 people, with 52% men and 48% women, from urban (88.25%) and rural (11.75%) areas.