If you mislead a customer in order to make them buy something, then that is fraud. Superdry is an odd one. Perhaps they are crossing a line, or perhaps they're

If you mislead a customer in order to make them buy something, then that is fraud. Superdry is an odd one. Perhaps they are crossing a line, or perhaps they're just selling a kind of semi-japanese-but-made-in-UK styling. It all depends whether the customers know the truth.