Economic boycott in Morocco: withdrawal of two world brands

Economic boycott in Morocco: withdrawal of two world brands

Amid the current events, the advocates of the economic boycott of Israel in Morocco received encouraging news; two global brands, "H & M" and"Starbucks", announced their intention to withdraw from the Moroccan market in the middle of this month. The decision, welcomed by activists, is seen as the fruit of a boycott campaign launched weeks ago targeting brands supporting Israel.

 Interrupt effect and feedback

The Moroccan media reported the news of the withdrawal, linking it to the widespread popular campaign launched by anti-war activists on Gaza. The campaign has seen great interaction on social media, with many followers asserting that the withdrawal is a direct result of the economic pressures exerted across the province.

Economic situation and challenges

According to what Al Jazeera net has seen, the "H & M" stores in Rabat have witnessed the evacuation of one of the floors, with only the display of goods on one floor. Labor sources indicate that the closure is due to financial difficulties associated with the management of the two brands in Morocco, which are owned by the Kuwaiti economic group Alshaya. To this are added compulsions related to the low attractiveness of the Moroccan market for their business activity.

 History and expansion

Alshaya Economic Company entered the Moroccan market in 2011 with an estimated capital of 40 million dollars, launching several international brands. Despite the company's expansion in 2017, the economic crisis following the corona pandemic led to a reduction in its capital.

The future and the boycott

The economic boycott is an effective tool in supporting Just Causes, and the recent campaign has shown its impact through the change in the volume of turnout at Target stores. As calls for a wider boycott mount, the question remains: What are the next steps for Moroccan activists and consumers to take against pro-Israel companies