Fashion Nova shoppers file class action lawsuit over false discounts, inflated prices

Fashion Nova class action overview:

• Who: Five consumers filed a class action lawsuit against Fashion Nova LLC.
• Why: The plaintiffs allege Fashion Nova uses fake sales and discounts to deceive customers into making purchases.
• Where: The Fashion Nova class action lawsuit was filed in Washington federal court.

A new nationwide lawsuit alleges Fashion Nova uses fake sales and discounts to deceive customers into making purchases.

The plaintiffs filed the class action lawsuit against Fashion Nova on April 2 in Washington federal court, alleging violations of state and federal consumer protection laws.

They claim the clothing retailer creates an illusion of limited-time offers and significant discounts to entice customers into making purchases.

The plaintiffs allege Fashion Nova’s website prominently displays sales with countdown timers, strikethrough prices and large discount percentages. However, these sales are not genuine and are designed to deceive consumers into believing they are getting a great deal.

For example, the lawsuit points to a “Weekend Sherpa Denim Jacket” that was advertised with a regular price of $69.99 but was always sold at a discount. On one occasion, the jacket was on sale for $48.99; on another, it was priced at $28.98, the plaintiffs say.

The plaintiffs claim the company’s actions trick consumers into buying products they might not have otherwise purchased and paying more than they would have had they known the true value of the items.

Fashion Nova aware of deceptive advertising practices, lawsuit alleges

The lawsuit further alleges Fashion Nova is aware of its deceptive advertising practices, pointing to previous investigations by the Federal Trade Commission (FTC), which found Fashion Nova had blocked negative reviews on its website and failed to ship items in a timely manner.

In May 2023, Fashion Nova agreed to a $4.2 million settlement with the FTC to refund affected customers. Despite the findings and subsequent fines, the plaintiffs claim Fashion Nova continues to engage in misleading advertising practices.

The Fashion Nova class action lawsuit seeks to represent consumers nationwide who purchased Fashion Nova products advertised at a discount on the company’s website before March 29, 2024.

The plaintiffs are suing for violations of various advertising, consumer and competition laws in California and Oregon. They also allege breach of contract, breach of warranty and unjust enrichment.

The plaintiffs are seeking certification of the class action lawsuit, damages and an injunction prohibiting Fashion Nova’s deceptive conduct.

What do you think of the claims in this Fashion Nova class action lawsuit? Let us know in the comments.

The plaintiffs are represented by Jonas Jacobson of Dovel & Luner LLP.

The Fashion Nova class action lawsuit is Hernandez, et al. v. Fashion Nova LLC, Case No. 3:25-cv-05287-DWC, in the U.S. District Court for the Western District of Washington at Seattle.

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