First of all--the buyer must decide if she wants a tukshita or a caftan. A tukshita is two pieces of fabric.
In contrast, the caftan is one piece of fabric.
From there, the woman can decide whether she want to buy, create, or rent the garment.
Buy: I bought the tukshita I'll be wearing to the upcoming weddings. Tukshitas can range in price from about $60 all the way to hundreds of dollars. A nice tukshita from a store in the Medina would probably cost between $80 and $100, not including the belt that is worn along with it. Both the tukshita and the caftan are meant to be long on the bottom and on the sleeves, and are often covered in jewels! Bargaining is expected, and I shopped around for a few weeks before finally settling on a royal blue one!
Create: One of my friends went to a fabric market, picked out fabric and then worked with a tailor. The tailor will ensure a perfect fit, but the process can take awhile. Price depends on how much sfifa (embroidery) the buyer wants, as well as the style of belt.
Rent: I think this option is pretty ingenious--for women who have a limited income but don't want to wear the same dress to two events, stores will rent out caftans and tukshitas at low prices. I don't know why I haven't heard of stores like this in the U.S. for prom dresses--after all, it's unlikely that you'll wear the outfit more than once or twice. The renter leaves her national identity card at the store as collateral and rents out the outfit for a few days (Moroccan weddings often last several days, and at the very least, overnight).
After a woman buys her tukshita or caftan, she still has to pick out shoes, jewelry, and handbags. Hair and makeup is also an event in itself--the expression "less is more" doesn't really apply in Morocco! I'm really, really excited for the upcoming weddings and I'll be sure to take lots of pictures to share!