In 2021, current value sales of womenswear began to recover. As the COVID-19 vaccination programme was rolled out in Morocco, social conditions gradually returned to normal, with consumers resuming busy lifestyles and shopping habits.
In 2021, the average unit price in womenswear rose noticeably, especially that of imported womenswear due to the rise in importation costs. This followed the implementation of a policy by the Moroccan government that seeks to promote domestic production.
LC Waikiki maintains its leading position in the fragmented category of womenswear in 2021. LC Waikiki invests heavily in marketing for its namesake brand with the aim of increasing awareness and recruiting new customers, particularly consumers in the lower-income and mid-income brackets.
As life resumes some semblance of normalcy in Morocco, demand for womenswear is set to grow. While in 2021 many people continued to work from home, in 2022 office workers are likely to return to the office for at least part of the time.
In line with an expected return to current value growth in womenswear, the leading brands are expected to slowly recover. This will be linked to an upturn in female consumers’ purchasing power.
It is expected that the e-commerce channel will continue to increase its share of overall volume and current value sales of womenswear for the duration of the forecast period. The lockdown enforced during 2020 allowed e-commerce retailers in Morocco to better compete with store-based brands.
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Understand the latest market trends and future growth opportunities for the Womenswear industry in Morocco with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This is the aggregation of women's outerwear and women's underwear, nightwear and swimwear.See All of Our Definitions
This report originates from Passport, our Womenswear research and analysis database.
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