The French competition and anti-fraud office said the investigation found Shein used “deceptive commercial practices towards consumers regarding... price reductions”, with the fine handed down with the blessing of the Paris prosecutor’s office.
It added that the China-founded retailer had accepted the fine.
If found that 11 percent of advertised discounts it checked “were actually price increases”.
Launched in France in 2015, Shein has seen phenomenal growth in recent years and took its share in the domestic clothing and footwear last year to three percent from two in 2021 -- a significant slice in what is a notably fragmented market.
In a statement to AFP, Shein said it had put into action “without delay” necessary corrective action inside two months on learning of the DGCCRF probe against in March of last year.
It added it took its legal and regulatory obligations in France “very seriously”and was committed to transparency. – AFP
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