Albion's awful start to the season continued as they were well beaten 3-2 by local rivals Birmingham City at The Hawthorns.
The Baggies were out battled all evening as they turned in one of their poorest displays of the season in the local derby.
Scott Hogan beat the offside trap to fire home under David Button as Albion again conceded inside the first 15 minutes.
Albion fired back almost immediately when Jed Wallace ran on to Jason Molumby's inch-perfect cross to equalise.
A wonderful sliding tackle from Taylor Gardner-Hickman stopped the visitors extending their lead before half time.
But Blues did get a second after the break when Kyle Bartley's failed interception saw the visitors counter attack and Hogan fired in off a post for his second of the night.
It got worse for Bartley as he allowed Hogan a free run at goal and the former Villa striker poked home for his hattrick.
Brandon Thomas-Asante came off the bench to score a late penalty. But Steve Bruce's side were unable to find an equaliser as their terrible start to the season continued against his old club.