The lane leading to the tannery — Derb Chouara — has a string of leather shops, most with roof terraces. Men at the lane entrance sometimes present themselves as "guides" and steer you into a specific shop. You are not obliged to follow them, and doing so usually means a more insistent sales experience upstairs.
The simplest approach: walk confidently into one of the clearly signed leather shops — look for the ones with terrace signs in English and French — say you would like to see the tannery from the terrace, and head straight up. Most staff are professional and the expectation is simply that you browse briefly on your way out.
If you genuinely want to buy leather goods, the tannery shops are a reasonable place to do it — the goods are the real thing and the connection to the production process feels authentic. Prices are not fixed; expect to negotiate. Indicative starting prices for a small leather bag run from around 200–400 MAD before haggling. A quality leather jacket might open at 800–1,500 MAD (indicative). Know what you want to spend before you start the conversation.
The most relaxed visit is with a knowledgeable guide who has standing relationships with the shops and can explain the process as you watch — removing both the navigation stress and the commercial awkwardness. A private Fes medina tour typically covers Chouara alongside the medersa, the souks and the foundouk in a half-day that makes sense of the whole quarter.