Skechers class action claims shoe company advertised false discounts

Skechers class action lawsuit overview:

• Who: Online customers have filed a class action lawsuit against Skechers U.S.A. Inc.
• Why: Plaintiffs claim Skechers falsely advertised its products as being on sale.
• Where: The class action lawsuit was filed in California federal court.

A new class action lawsuit alleges Skechers uses fake reference prices to mislead consumers into thinking they are getting a discount on its products.

Plaintiff Susan Colby claims Skechers falsely advertised its products as being on sale for a discounted price when, in fact, the company charged the regular price.

Colby wants to represent a nationwide class and California subclass of consumers who purchased a falsely discounted product on Skechers’ website.

Even though Skechers’ false pricing scheme is pervasive on its website, “not every advertised sale is in fact false”, the lawsuit claims, and therefore, it is difficult for customers to know which sales are false and which are true.

Colby argues Skechers’ alleged false pricing scheme “inflated” the true market value of the products she purchased.

Colby claims Skechers is guilty of fraud, breach of contract, negligent misrepresentation, unjust enrichment and violating California’s Consumer Legal Remedies Act, False Advertising Law and Unfair Competition Law.

Skechers engaged in ‘deceptive pricing scheme,’ class action claims

Colby argues Skechers advertised “perpetual or near perpetual discounts” on many of its products, allegedly offering discounts of more than 40% off self-created, fictitious reference prices.

“Skechers represents to consumers that its reference price is the ‘regular’ or ‘normal’ price of the item, which functions as a new and inflated reference point from which consumers discount their ‘savings’ on various products,” the Skechers class action says.

Colby claims Skechers’ reference prices are false because the company rarely, if ever, offers its products for those prices.

Plaintiffs are demanding a jury trial and request declaratory and injunctive relief, an award of actual, statutory, treble and punitive damages for all class members.

In a similar case filed in November 2024, customers filed a class action lawsuit against Lowe’s Home Centers for advertising products at a perpetual discount and using false referencing prices.

Have you ever purchased a Skechers product that was falsely advertised as being on sale? Let us know in the comments.

Plaintiffs are represented by Kyle McLean, Lisa R. Considine, David J. DiSabato and Leslie L. Pescia of Siri & Glimstad LLP.The Skechers class action lawsuit is Susan Colby v. Skechers U.S.A. Inc., Case No. 2:25-cv-00843, in the U.S. District Court for the Central District of California.

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