LOS ANGELES — Fashion Nova, the popular online fast-fashion retailer known for its celebrity-endorsed styles and constant stream of online “sales,” is facing a proposed class action lawsuit alleging it deceives customers by advertising fake discounts and inflated original prices to create the illusion of savings.
The 33-page complaint, filed in federal court, accuses Fashion Nova of a widespread scheme in which the company perpetually markets its products as being “on sale,” with exaggerated strikethrough prices and countdown clocks designed to pressure shoppers into believing they’re getting limited-time deals.
“By listing fake regular prices and fake discounts, Fashion Nova misleads consumers into believing that they are getting a good deal,” the lawsuit claims. “This tactic tricks customers into overpaying for products they believe are more valuable than they actually are.”
