Wearable Electronics in Morocco

PROSPECTS

Consumers are shifting to more convenient and healthy devices

Moroccans’ lifestyles are increasingly modernising. Indeed, consumers are seeking devices with many features, to combine convenience and practicality while pursuing healthy routines.

Fashionable and elaborate watches are still attracting Moroccans

Moroccans are very influenced by fashionable and well-known brands, including those in watches. Therefore, smart wearables and activity watch (digital) will only negatively impact the demand for mainstream watches, not elaborate mechanical and quarts analogue watches, which have specific types of consumer.

Wearable electronic watches are perceived as fashion accessories

Fashion and appearance are likely to influence wearable electronics over the forecast period. Moroccans are highly influenced by occidental trends and lifestyles.

COMPETITIVE LANDSCAPE

Apple Watch leads the category

Apple Watch maintained its leading position in smart wearables in 2018, thanks to its sleek design and app options, which are much appreciated by Moroccans. In addition, the brand benefits from the wide availability and technology knowledge of electronic specialists, who influence the consumers’ buying decision.

Fitbit maintains a good performance in 2018

Activity wearables was led by Fitbit in 2018 thanks to its strong brand equity and accessibility; moreover, many electronic representatives appreciate this brand. Fitbit also recorded the biggest increase in volume share during the year, owing to its affordable prices and wide availability through different retailers.

International brands are still dominating wearable electronics

Wearable electronics in Morocco is still dominated by international brands, which outperform the limited number of domestic ones. As most smartphones are made by international brands, it make sense for wearable electronics to also be made by international names given the high level of financial resources and technology involved.

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