Plus-size fashion brand Eloquii has found itself embroiled in controversy. Recent reports have surfaced accusing Eloquii, now owned by FullBeauty Brands, of engaging in deceptive discount practices aimed at misleading customers about the true value of their purchases. These accusations bring to light serious issues that may impact the brand’s reputation and the trust of its customer base.
The Allegations: Unveiling Deceptive Practices
The allegations against Eloquii were brought to the forefront by a proposed class-action lawsuit filed on June 13th, 2024, in the U.S. District Court for the Northern District of California. The lawsuit, led by plaintiff Amanda Broomes, argues that FullBeauty Brands Operations LLC uses misleading reference points to advertise merchandise sales.
According to the complaint, Eloquii’s website frequently promotes sales with claims such as “40% off,” suggesting that these deals are temporary and will soon expire. However, customers have observed that as one sale ends, another similar…
sale begins almost immediately, creating a perpetual state of discount that may never genuinely end. The lawsuit alleges that this practice manipulates consumers into believing they are getting a limited-time offer, thereby driving up sales under potentially false pretenses.
The complaint further asserts that these artificial markdowns psychologically pressure customers to make purchases they might not otherwise consider, thinking they are securing an extraordinary bargain.
FullBeauty Brands’ Acquisition and Operations Eloquii, initially acquired by Walmart, was sold to FullBeauty Brands for an undisclosed sum. FullBeauty Brands, which now operates Eloquii, is a New York and Columbus, OH-based private company specializing in women’s apparel sizes 14-24.
Despite their positive reputation, these recent allegations could tarnish the trust Eloquii has built with its customers. The company’s strategy of monthly style refreshes and new item drops has made it a go-to choice for many plus-size women…
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