Purchase of clothing: Moroccans concerned with quality
MDFC deciphers behavior
The quality stands out from the first criteria cited by respondents to this survey.It was revealed by 49% of participants.The price arrives in second position (27%), while the choice and the assortment were noted by 8% of the participants.
How do Moroccans buy their clothes?A question to which the Moroccan Denim and Fashion Cluster (MDFC) answered.The association launched, with the support of the support fund to the clusters of the Ministry of Industry and Trade, a study whose objective is to make available to professionals in the sector a basic document for a strategic reflectionOn an offer capable of regaining market share.Main conclusion drawn: Moroccans are more sensitive to brand and quality.
The quality first purchase criterion
Indeed, the quality stands out from the first criteria cited by respondents to this survey.It was revealed by 49% of participants.The price arrives in second position (27%), while the choice and the assortment were noted by 8% of the participants.8% others are also motivated by sales and promotions.The survey, conducted by Averty and Espace Engineering, with 1.064 people, also indicates that the country of origin does not come out as the main criterion of the purchase of clothing.
More or less recognized Moroccan brands
Respondents were also questioned about their degree of knowledge of Moroccan brands.55% of participants respond in the affirmative."This rate is high among young people and the easiest.However, a majority of respondents consider several foreign brands as being Moroccan, ”it is said.Regarding national preference, only 25% of participants prefer Moroccan products including 19% in women and 30% in men.This preference is 33% in people aged 50 and in the wealthiest people.As for women, they justify this preference by adaptation to the Moroccan style when men are part of a view to supporting national production.The MDFC indicates in its survey that the perception of respondents in relation to Moroccan products remains very average in terms of quality with a note of 5.8/10, at the time the price wins a score of 6.3/10 and designA note of 6.1/10.
Young workers spend the most
Regarding spending, the study shows that 47% of respondents say they spend less than 1.000 dirhams per year for the purchase of their clothes.Likewise, a quarter of the respondents spend between 1.000 and 3.000 dirhams and a quarter more than 3.000 dirhams annually in this sense.The survey also reveals that expenses in purchase of clothing increase mainly among young workers from 25 to 49 years old."The 50th and over, on the other hand, are distributed among those who spend the least and those who spend the most," explains the MDFC in its study.Among the observations noted we note that expenses are perfectly proportional to the socio-economic level of respondents."The same ranking is also noted in all age groups," explains the cluster that measures the older ones a preference for proximity, especially supermarkets and stores in the neighborhood.In this sense, we note that 44%of participants indicate first to buy shopping centers, followed by Kissariats (28%), Internet (19%) and neighborhood stores (13%).The purchasing behavior of Moroccans also depends on their socio-economic level.Shopping centers are popular with the wealthy categories.The latter also show a craze for the purchase of foreigners and online sales."The online purchase also seems to be strongly dependent on the socio-economic level.It amounts to 14% in low incomes to reach 29% in wealthy households, "comments the MDFC.
Purchases are made 3 times a year
Regarding the rate of purchase, half of the respondents said that it buys clothes up to 3 times a year while the other half buys at least 4 times a year.Purchases are made without occasion or by favorite for almost half of the respondents (49%) when 22% do it during the holidays."Women are slightly more likely to buy a little more than men without occasion.Men exceed them slightly during sales, promotions and renewal, "said said investigation.And to emphasize that "the assets of 25-49 years are more sensitive to seasonal sales while the start of the school year and the holidays no longer represent the same purchasing locomotive as before for all social classes".Note that this survey comes in a context marked by the COVID crisis.This situation has, according to the MDFC, accelerated awareness of the need to seek a national model to meet the demand of the Moroccan in clothing.
