A new lawsuit claims popular clothing retailer Akira misled shoppers with fake sales and inflated “regular” prices.
Akira class action lawsuit overview
- Who: Plaintiff Stephanie Cruz filed a class action lawsuit against Bijora Inc., doing business as Akira.
- Why: The suit alleges Akira used false reference prices to make shoppers believe they were getting discounts.
- Where: The case was filed in California federal court.
Allegations of Deceptive Pricing
The complaint claims Akira’s online store advertises “perpetual or near-perpetual discounts” on many products, supposedly offering deals off self-created, fictitious reference prices.
“Akira 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 lawsuit states.
Cruz seeks to represent a nationwide class and a California subclass of consumers who purchased falsely discounted products from Akira’s website.
Rarely…
Offered Reference Prices Cruz alleges Akira “rarely, if ever,” sells products at the reference price, instead using inflated prices to advertise constant “sales” and induce purchases.
“In reality, the ‘sale’ price is the price at which Akira regularly sells the product, but the consumer has been tricked into thinking she found a great discount,” the complaint continues.
Legal Claims and Relief Sought Cruz accuses Akira of fraud, negligent misrepresentation, breach of contract, unjust enrichment, and violating California’s Consumers Legal Remedies Act, false advertising law, and unfair competition law.
She is seeking a jury trial, damages, restitution, and injunctive relief for herself and all class members. Related News: Amazon Faces Similar Allegations A similar class action lawsuit in Washington federal court claims Amazon used deceptive “limited time deal” promotions with inflated list prices.
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