Jeans in Morocco

2020 IMPACT

SNI Societé Nationale d'Investissement Corp continues to lead jeans thanks to popularity of Marjane brand

SNI Societé Nationale d'Investissement Corp remains the joint leader (with LC Waikiki) in jeans in company terms, thanks to the popularity of its private label Marjane brand, along with the player’s extensive distribution network.

LC Waikiki brand increases its share to become the joint leader

The LC Waikiki brand from LC Waikiki Maroc was the other leading company in 2020. The company’s strategy is to invest in its namesake brand to increase awareness and recruit new customers, particularly consumers in the lower-income and mid-income brackets.

Online shopping options benefit jeans, as it is easy for consumers to know what size they take as per brand and style

Channels for jeans in Morocco are varied, with consumers often purchasing from retail specialists or hypermarkets. However, as seen with other apparel categories, online shopping is increasing in popularity in Morocco and this is also impacting jeans.

RECOVERY AND OPPORTUNITIES

Economic recovery to stimulate jeans sales

Jeans is expected to recover to close to its historic current value levels by the end of the forecast period. This return to growth has already begun, with both businesses and retail outlets reopening before the end of 2020.

Discounting to boost volumes but limit potential for current value growth

It is likely that retailers will continue to rely on heavy discounting to maintain sales volumes throughout the forecast period. However, this lowering of some average unit prices will have an adverse effect on jeans’ current value dynamics.

Store reopenings to kickstart recovery of premium jeans

After posting declines in 2020, the premium and super premium jeans subcategories will begin a slow recovery in 2021. Their losses in 2020 had been the result of the closure of premium apparel stores at the start of the COVID-19 pandemic, and most of these have already reopened.