Abstract
Spanish fashion brands seeking to enter or solidify their presence in the Moroccan affordable luxury and fast fashion market face a unique set of challenges. This study highlights the critical importance of understanding the intricacies of Morocco's affordable luxury sector, including commercial and ethical considerations. Overlooking these differences can lead to strategic missteps. This article offers practical guidance for navigating the Moroccan market. Through a survey of potential Gen Z Moroccan clientele in Tangier and Gen Z Spanish clientele in Barcelona, the research explores brand perceptions and categorizes 10 Spanish brands along a spectrum ranging from ultra-fast fashion to luxury brands. Additionally, the survey analyzes how ethical values impact the Moroccan participants' purchasing decisions. Furthermore, the article emphasizes the importance of continuous adaptation for successful market penetration. This research provides valuable insights for Spanish fashion companies aiming to cultivate strong business relationships with Moroccan affordable luxury consumers.
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