Chapter 14: Counterfeit Fashion Tourism, Analysis of Fashion Tourism Black Market and Its Impact on Tourism in Marrakech

Tourism and fashion have quite deep and significant reciprocal links. In Marrakech, as a city of tourism and fashion, the clothing trade, textile and leather industries, whether in traditional or trendier forms, are very dynamic. The reputation of certain products (caftan, slippers, argan, leather jackets, etc.), immortalized by the hands of certain creators like YSL, constitutes a tourist attraction. However, the development of counterfeiting seriously harms fashion and tourism. It’s growing to the point of being reminiscent of a counterfeit fashion black market. The mass of counterfeit products sold in the medina, souks and boutiques scares national and international brands and fashion designers and harms the image of Marrakech as an international destination. This study explores the fashion black market and the issues and challenges of fashion counterfeiting and its impacts on tourism in Marrakech through a deductive and qualitative analysis using a questionnaire on a sample of tourists in Marrakech.