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.

With the accelerating speed of artificial intelligence and mobile technology so many companies have fully replaced the traditional services with technology-based self-services. However sometimes fully replacing the traditional service with self-service technologies develops negative attitude among users and they resist and inhibit that technology. For understanding that resistance behavior we draw inferences from psychological reactance theory. Grounded on this theory present study examines the role of some paradoxes (technology anxiety, insecurity) within the context of self-service technology environment. This research develops conceptual model to investigate the impact of two paradoxes such as: technology anxiety and insecurity on adoption attitude. We tested the model and relevant research hypotheses with survey data collected from 152 users of self-service technology in India. The results of the study recommend the service providers that instead of replacing whole service options some choices during the process develops positive attitude among users of technology.