Menswear recorded a sharp decline in volume and current value terms in 2020, due to the impact of the COVID-19 pandemic. The government imposed a strict lockdown that lasted for four months.
Jackets and coats recorded a lower decline than most other menswear categories. By the time that Morocco started to be affected by the COVID-19 pandemic, in March, most male consumers had already bought their warm winter clothes.
After the lockdown was lifted, menswear stores began to offer large discounts in order to attract their customers back. This proved to be successful, as consumers who had seen their levels of disposable income fall were still able to afford new menswear items.
Volume and current value sales of menswear in Morocco are expected to begin a slow recovery in 2021 and 2022. A COVID-19 vaccine is likely to become available in the country at some point during 2021.
Current value sales of men’s suits are predicted to reach their historic levels within the next two years. Demand for suits will grow in line with the return of office-based workers to their workplaces.
E-commerce sales of menswear are expected to continue to grow throughout the forecast period. Male consumers turned to e-commerce channels during 2020, often for the first time, when they were not able to purchase items in physical stores.
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Understand the latest market trends and future growth opportunities for the Menswear industry in Morocco with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Menswear industry in Morocco, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Menswear research and analysis database.
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