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READING – Chinese fast fashion brand Shein has been labelled the industry’s ‘most manipulative’ company after a study found its website to be littered with marketing tricks.

Web design agency Rouge Media analysed more than 30 of the biggest fast fashion retailers in the UK and scored each for how many marketing techniques, or ‘dark patterns’, shoppers experience before completing a purchase.

“From feeling pressured by time-limited deals, going round in circles trying to cancel a subscription, and being tempted to add recommended products to your basket, online retailers have an arsenal of tactics to get people to spend more…and keep coming back,” Rouge Media said.

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