Jeans in Morocco

2021 DEVELOPMENTS

As social conditions return to normal, demand for jeans grows

Retail value sales of jeans demonstrated positive growth in 2021. This return to growth already began before the end of 2020, with both businesses and retail outlets reopening, providing a boost to both disposable income and availability.

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 2021. 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.

PROSPECTS AND OPPORTUNITIES

Discounting to boost volumes but limit potential for current value growth

After posting declines in 2020, the premium and super premium jeans subcategories began 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.

Casual chic styles are on the rise, benefiting sales of jeans

Casual and classic apparel is becoming more popular. Whilst there is a trend for smart clothing in professional environments, dress codes are becoming more relaxed and many people are favouring casual fashions which offer both comfort and style and are appropriate for both professional and casual wear, benefiting jeans sales.

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.