Hit hard by the health crisis, textile professionals now want to put the sector back on the front line on the world stage. And to do so, they are setting up a new Dayem Morocco vision for 2035, the main objective of which remains the development of textiles made in Morocco. “. It is a global strategy, a transversal guide for the Moroccan textile sector and its various components, and a real opportunity for the sector to accelerate its development while respecting social, environmental, economic and temporal”, explains the vice president of the Moroccan association of textile and clothing industries, (AMITH), Jalil Skalli adding that “the crisis is rather an opportunity to overhaul the whole system in order to find the good leads that will boost or even revolutionize the sector over the next 14 years”. For AMITH, the ambition is to sustain jobs in the textile and clothing sector and create 50,000 new ones by 2025, to increase the share of co-contracting and finished product production from 35% currently to 60%, to increase the value of Moroccan exports to 60 billion DH, and that of Moroccan exports to the markets of North America and Northern Europe to 20% of the total by 2035 .
Conquest of new markets
Nationally, in 2019, the textile industry had 1,628 companies employing 189,000 people. The sector generated a turnover of 50.48 billion dirhams, including 36.5 billion for export. The upward trend in Moroccan exports that began in 2010 was slowed down in 2020 by the COVID-19 pandemic. Thus, worth 36.5 billion DH in 2019, Morocco’s exports fell to 29.8 billion DH in 2020. However, according to Skalli, 80% of exports are directed mainly to two markets, Spain and France. “Despite the country’s strategic geographical position and its recognized know-how in its sectors, its export market shares remain limited due in particular to market access conditions that are less favorable than those of competitors”, adds the vice-president of AMITH. Textile manufacturers currently want to penetrate new markets, particularly those of Northern and Eastern Europe, the USA and Africa, especially with the entry into force of the ZLECAF. “Our ambition is to become Africa’s textile hub through the establishment of advanced distribution platforms,” insists Skalli.
Boost in the local market
In textiles, the made in Morocco still fails to really seduce Moroccans. The AMITH wants to rectify the situation and increase the market share on the local market to 40% against nearly 30% currently. How ? The general manager of AMITH, Fatima-Zahra Alaoui is categorical: “We want to reclaim the domestic market hitherto cannibalized by imports and above all to reconcile the Moroccan consumer with local products”. Concretely, the AMITH intends to act on several fronts to seduce Moroccans. The first step is to set up a minimum local sourcing rate for the major retail chains operating in Morocco. “The model developed with Marjane Holding is a success. And the objective is to duplicate this experience with other operators in the sector,” says Alaoui. At the same time, professionals in the sector ensure that they will focus on a real communication plan to restore a relationship of trust with Moroccan consumers. “Professionals have their role to play. They have the duty to offer on the market a quality offer, competitive and easily found on the market…”, adds Alaoui. By 2025, the objective is also to bring out 10 new 100% Moroccan brands.
Stop the informal
In textiles, the informal sector generates 12 billion dirhams in turnover and employs nearly 180,000 people. To encourage operators to come out of the shadows, AMITH has its own recipe. It thus proposes to adopt a reduced VAT for the sector, and to work with the regions for the provision of suitable industrial premises with the promotion of State measures (AMO, self-entrepreneur status, etc.). Another flagship solution: promote formal employment through an employment bonus in regions outside the Tangier/Casablanca axis. According to Alaoui, 80% of local distribution today is traditional. It therefore recommends modernizing the distribution via the crumb in place of the “Aswak Namoudajia”.
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