A consumer in California is suing Lululemon for allegedly using “fictitious regular prices” to mislead shoppers into thinking they’re getting a deal.

The lawsuit was filed by plaintiff Annette Cody last month. In April, Cody purchased online a pair of Lululemon‘s Wunder Train High-Rise Tight leggings in Steel Blue for $59. The product listing displayed a strike-through reference price of $98, suggesting a $39 discount.

The pants had allegedly not been sold for $98 since at least October 2025, Courthouse News Service reported. Calling the sales “patently deceptive,” the lawsuit said these practices are intended to mislead consumers into thinking they are getting bargain when in fact they are not.

There have been a number of lawsuits lately that have been questioning the credibility of online discounts. For example, Nike is currently facing a proposed class action lawsuit for similar deceptive practices in California.

“In reality, Nike’s reference prices are fictitious. Nike’s sales frequently last longer than 90 days. Because Nike products are ‘on sale’ for more than 90 days, the advertised reference prices are stale and do not reflect the prevailing market prices of those products,” the lawsuit filed at a court in the Southern District of California read.

Another recent proposed class action from California was directed at Shein, which accused the Chinese e-commerce firm of misleading consumers with its “illusory and misleading reference prices.”

California’s False Advertising Law prohibits the advertisement of a reference price when it has not been the prevailing market price for three months prior to the sale.

Fashion retailer Hanna Anderson was also slapped with a proposed class action earlier this year, wherein it was accused of advertising “perpetual or near-perpetual discounts” of up to 60 percent off.