The ‘Choice’ Illusion of Dark Patterns in Digital Fashion Retail

There is a fine line between creativity and persuasion in the context of digital fashion marketing. While most brands strive to engage and convert audiences, some employ dark patterns – deceptive design tactics that manipulate user behaviour. Misleading countdown timers, disguised advertisements, pre-ticked boxes for subscription, or unwanted pop-ups that ‘force’ customers to buy or sign-up are some of them.

These dark patterns often exploit urgency and emotions in fashion domain where impulse buying is quite common owing to fast-moving trends. Customers are pushed to act fast due to “only two items left!” or “sale ends in 10 minutes!” – but hardly without transparency. Even though such strategies boost short-term sales, they are a threat to trust and brand credibility in the long run. Discussions around these unethical practices form an important part of the curriculum at the Presidency School of Design, Presidency University, particularly within the B.Sc. Fashion Design programme, where students learn the impact of ethical and consumer-centric digital experiences.

The fashion consumers of today are well aware, ethical and digitally literate, and value authenticity, sustainability, and honesty. Therefore, brands that prioritize ethical design – honest communication, user-friendly navigation, and clear choices – stand out in the vast digital space. 

In the evolving digital marketplace, ethical engagement is the hallmark of brands that practice loyalty. This makes them successful in the long run. Remember – avoiding dark patterns is not just a moral choice; it is a strategic one. 

Written by, 

Madhusudana M. 

Assistant Professor, Presidency School of Design