Plus-Size Fashion Brand Eloquii Accused of Faking Discounts (1)

FullBeauty Brands Operations LLC, the owner of plus-size fashion brand Eloquii, uses false reference points to advertise merchandise sales to drive up the price of its clothing, a proposed consumer class filed Thursday alleges.

Eloquii’s website advertises sales “where products are supposedly marked down by a specific percentage, for example 40% off, and will expire soon,” the complaint filed in the US District Court for the Northern District of California says. “But when one sale expires another similar sale is promptly instituted, or the sale never ends.”

Lead plaintiff Amanda Broomes says Eloquii “employs these deceptive tactics” to make customers ...