Meryem A. is an international legal counsel, living in Casablanca. At the time of the interview, she is visiting the Mall with her 20-year old daughter.
“I mostly go to the Mall for my daughter. We go to Zara. I don’t stay long”. She is quick to stress that she feels she is not a typical Mall shopper because she travels a lot for work and shops wherever she finds something that suits her style. She dresses trendy, colourful, sophisticated. Her Michael Kors sunglasses? “I bought them overseas, they are not available in Morocco”.
Uniqueness rather than brands is what drives her choices. For instance, while everyone is in love with Louis Vuitton handbag in Casablanca, she went for a tomato-red leather bag sans label. “Now my daughter regrets her decision not to have picked it up at the store in Milan. A client has asked that I buy one for her the next time I travel” she says.
“The Mall has become crowded by masses who cannot afford…