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FIGS
How did FIGS transform healthcare apparel into a lifestyle brand?
The 2025 opening of the FIGS Community Hub in Philadelphia signaled FIGS’ shift from digital disruptor to omnichannel lifestyle leader, backed by over 2.7 million active customers and > $600 million in annual revenue. The brand un-commodified scrubs through performance design and emotional community focus.
FIGS’ sales and marketing strategy centers on premium pricing, data-driven customer retention with a 70% repeat purchase rate, omnichannel retail expansion, influencer and community programs, and technical product innovation to out-position legacy suppliers. See product insight: FIGS Porter's Five Forces Analysis
How Does FIGS Reach Its Customers?
FIGS' sales channels center on a direct-to-consumer model that drove approximately 95 percent of revenue in 2024–2025, anchored by its mobile app and e-commerce platform to capture first-party data and sustain a high average order value.
Digital-First DTC
The FIGS mobile app and website form the core sales engine, with the app responsible for over 70 percent of digital traffic by 2025 and driving exclusive drops and personalized notifications.
B2B TEAMS Platform
A dedicated TEAMS portal serves hospitals, clinics, and offices, recording roughly 25 percent year-over-year growth as institutions standardize staff uniforms.
Omnichannel Community Hubs
Physical Community Hubs in markets such as Los Angeles and Philadelphia act as experiential touchpoints to sample fabric and fit, supporting omnichannel conversion and higher AOVs near $118.
International Expansion
By 2025 FIGS shipped to 15+ countries, with international sales reaching about 14 percent of total revenue supported by localized storefronts and regional logistics.
Strict control over distribution differentiates the company from legacy scrub suppliers, preserving brand positioning and premium pricing through owned channels and minimized third-party fragmentation.
Sales Channel Highlights
FIGS leverages app-first DTC, a growing B2B TEAMS channel, physical hubs, and international storefronts to optimize customer acquisition and retention while protecting margins.
- Primary revenue via direct-to-consumer channels: ~95% (2024–2025)
- Mobile app share of digital traffic: 70%+ by 2025
- Average order value: $118
- International revenue: ~14% of total by 2025
For context on competitive positioning and channel differences, see Competitors Landscape of FIGS
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What Marketing Tactics Does FIGS Use?
FIGS' marketing tactics combine data-driven personalization with community-led word-of-mouth, anchored by a large Ambassador Program and high-production social content to drive efficient customer acquisition and strong repeat purchase behavior.
Ambassador Program
Thousands of practicing healthcare professionals act as ambassadors, generating authentic testimonials and peer-to-peer referrals that lower CAC and boost LTV.
Social Video Strategy
Short-form video on Instagram and TikTok highlights FIONx fabric features and lifestyle wearability, driving discovery and engagement among clinicians.
Personalized Email & SMS
Predictive analytics inform timed replenishment reminders and segmented offers, supporting a high repeat purchase rate and increased customer lifetime value.
Paid Search & SEO
SEO and paid search capture high-intent queries for premium medical apparel, keeping the brand prominent for related searches and purchase intent.
Experiential Pop-ups
Pop-ups near major conferences and hospitals include wellness activations to build community and real-world trial opportunities.
Targeted Traditional Media
Occasional OOH placements in urban transit hubs frequented by healthcare workers reinforce brand positioning without heavy traditional spend.
Performance & Metrics
By 2025, ambassador-driven referrals accounted for the majority of new customer discovery, contributing to a relatively low CAC versus high LTV; the brand reported strong repeat purchase metrics supported by personalization.
- Ambassador network: thousands of practicing clinicians serving as influencers
- Digital focus: Instagram and TikTok as primary channels for product education
- Personalization: predictive replenishment emails/SMS to increase repurchase frequency
- Omnichannel: pop-ups and selective OOH to complement direct-to-consumer ecommerce
For additional context on the company's origins and evolution of its sales and marketing approach see Brief History of FIGS
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How Is FIGS Positioned in the Market?
FIGS positions itself as a premium lifestyle healthcare apparel brand that marries technical performance with emotional storytelling, celebrating medical professionals under the slogan 'Awesome Humans' and commanding higher-than-average price points through product innovation and strong brand identity.
Positioning Statement
FIGS presents itself as the 'Nike of healthcare apparel', emphasizing lifestyle, performance, and professional pride rather than commodity scrubs.
Emotional Anchor
The 'Awesome Humans' message centers users' identities and emotional needs, creating loyalty and a defensible brand premium.
Visual Identity
Clean, modern, aspirational visuals extend beyond hospital blues into seasonal drops, driving collectability and urgency.
Product Differentiation
Proprietary FIONx fabric offers four-way stretch, moisture-wicking, and antimicrobial features supporting a premium retail price often above $100 per set versus lower-cost commodity scrubs.
Brand consistency and social impact strengthen resilience against price competition and enhance FIGS customer acquisition and retention.
Customer Experience
Custom embroidery, tool-specific pockets, and a supportive tone across app and Community Hubs reinforce FIGS as a professional tool and lifestyle choice.
Pricing & Margin
Higher ASPs drive gross margins; in 2025 FIGS reported comparable metrics showing elevated average order values compared with traditional scrub brands, reflecting premium positioning.
Marketing Channels
Direct-to-consumer digital tactics, influencer partnerships, and omnichannel community touchpoints form the core of FIGS marketing strategy and FIGS sales strategy.
Social Impact
Programs like Threads for Threads and grants for healthcare workers deepen emotional bonds and reduce churn by aligning brand values with users' professions.
Competitive Position
By blending product innovation, storytelling, and community, FIGS counters legacy and DTC entrants and sustains a perceived competitive advantage in healthcare apparel.
Performance Metrics
Key indicators include higher average order value, repeat-purchase rates tied to seasonal drops, and elevated lifetime value driven by brand loyalty and advocacy.
Brand Tactics & Outcomes
Concrete tactics align messaging, product, and community to sustain premium positioning and support FIGS business model.
- Proprietary fabric tech (FIONx) as core USP
- Seasonal limited drops to drive urgency and repeat purchases
- Omnichannel DTC focus: app, web, Community Hubs
- Advocacy and social programs to boost loyalty and PR
Further reading on FIGS growth and strategic moves is available in the company analysis: Growth Strategy of FIGS
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What Are FIGS’s Most Notable Campaigns?
Key campaigns from 2024–2025 expanded FIGS beyond clinical scrubs into professional and global storytelling, driving measurable sales lift, award recognition, and major international reach.
FIGS Pro launch
The late 2024–early 2025 FIGS Pro rollout targeted administrative and office-based healthcare staff with 'The New Professional' creative, producing 15 percent lift in total sales in the first quarter and multiple industry awards for B2B innovation.
Awesome Humans global tour
The longstanding Awesome Humans platform evolved into a 2025 documentary tour highlighting healthcare workers in underserved regions, generating over 500 million social impressions and strong brand awareness growth in the UK and Australia.
New Icons product drops
New Icons re-engineered classic scrub sets and used countdowns plus app-exclusive early access; several styles sold out within hours, proving the effectiveness of FIGS direct-to-consumer product launch marketing strategy.
Influencer & B2B mix
High-profile medical influencers amplified credibility for global storytelling and product launches, supporting FIGS customer acquisition and omnichannel reach across social, app, and wholesale channels.
Sales impact
Combined campaign activity contributed to sustained uplift in same-store and digital sales, with the FIGS Pro launch alone driving a 15 percent quarter-over-quarter increase.
Brand positioning
Campaigns reinforced FIGS brand positioning as lifestyle-meets-professional, leveraging storytelling to differentiate FIGS business model from commodity scrub makers.
Customer engagement
App-exclusive drops and influencer partnerships increased repeat purchase intent and drove community engagement metrics, mirroring high-velocity streetwear tactics for medical apparel.
International growth
Awesome Humans' global tour contributed to notable awareness gains in priority markets such as the UK and Australia, supporting international expansion goals in 2025.
Product strategy
New Icons showcased product innovation and scarcity-driven demand; sell-outs within hours validated price and product-market fit strategies for core professional customers.
Further reading
For more on target demographics and market positioning, see Target Market of FIGS.
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