Quince class action alleges retailer uses false reference prices

Quince class action lawsuit overview:

• Who: Plaintiff Ben Fabrikant filed a class action lawsuit against Last Brand Inc., doing business as Quince.
• Why: Fabrikant claims Quince misleads consumers with false reference prices.
• Where: The Quince class action lawsuit was filed in California federal court.

A new class action lawsuit alleges Quince misleads consumers with a false reference pricing scheme that makes it appear as if its products are being sold at a significant discount.

Plaintiff Ben Fabrikant claims Quince advertises its garments, accessories, home goods and other consumer products with a strikethrough price labeled “traditional retail” next to the actual sale price of the item.

Fabrikant argues the “traditional retail” price does not represent the former price of the product being sold, but rather a higher price of what Quince claims is a comparable product sold by another brand.

“Consumers shopping on Quince.com reasonably believe the ‘traditional retail’ price is a legitimate former price that Quince previously offered for the same product, when in reality, the product has never been sold by Quince, or by any retailer, at that strikethrough price,” the Quince class action lawsuit says.

Fabrikant wants to represent a nationwide class of consumers who purchased Quince products advertised with a “traditional retail” strikethrough price. He claims Quince is guilty of violating California’s Unfair Competition Law, False Advertising Law and Consumers Legal Remedies Act.

False reference prices inflate product valuation, Quince class action says

Fabrikant argues Quince’s alleged false reference prices inflates consumers’ internal valuation of the product and induces them to make purchases under the mistaken impression that they are receiving a substantial discount.

Fabrikant argues he would not have purchased a “Vintage Wash Tencel Camp Shirt” for $39.90 from Quince.com in November 2025 had he known the “traditional retail” price of $108.00 was not the price of the same product.

“Quince’s fictitious comparison pricing scheme creates the false impression that consumers are receiving substantial discounts, which induces purchases they otherwise would not make,” the Quince class action lawsuit says.

Fabrikant demands a jury trial and requests declaratory and injunctive relief and an award of restitution and disgorgement of all profits obtained by Quince as a result of its allegedly unlawful conduct.

In December, a customer filed a similar complaint against Quince in California federal court, alleging the company uses a “traditional retail price” referencing scheme.

What do you think of the allegations against Quince in this class action lawsuit? Let us know in the comments.

The plaintiff is represented by Mark L. Javitch of Javitch Law Office and Kevin J. Cole of KJC Law Group A.P.C.

The Quince class action lawsuit is Fabrikant v. Last Brand Inc., Case No. 3:25-cv-10519, in the U.S. District Court for the Northern District of California.

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