Morocco Time

Franchises try to make fashion more accessible to Moroccans

“…To adapt to the domestic market, some stores now offer merchandise catering to all budgets.

At Zara, prices range from $10 to $290. Noura Kerdoudi, manager of the franchise, says the goal is to cater to as broad a clientele as possible. The strategy is being followed by San Marina, which entered the market two years ago and specialises in luxury footwear. This chain’s prices range from $80 to $140…Celio is another franchise claiming it sells affordable products for most Moroccan consumers.

Some Moroccan consumers, however, still believe prices are high and that quality comes at a price.

Hannaa Sajib, a 28-year-old nurse, told Magharebia, “Personally, I can’t afford luxury items from the top brands. I usually wait for the seasonal sales, but from time to time I do buy things from Zara, Mango or Stradyvarus — just basic things, because I can’t afford accessories.”

“Prices are outrageous. They are still high, but most often I am tempted by styles that compel me to buy them despite the dent they make on my limited budget,” states student Fatima Zehra Tahiri.”

I thought prices in Rabat were sky-high, particularly along Fal Ould Oumir (or whatever that main drag is called!). I bought most of my stuff at Souika, and when I wanted a djellaba made, my friend took me to Sale. I don’t have a problem with high prices when it’s clothing made with quality materials, and something that you could wear from season to season (like a nice black cashmere sweater I have), but most of the stuff in the shops was just crap. Mango had a few nice things, so I made some exceptions there.