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FIGS
Who wears FIGS and why do they choose it?
FIGS transformed medical scrubs into technical, stylish apparel for healthcare professionals by selling direct-to-consumer and building a lifestyle brand around comfort and performance.
FIGS customers are primarily clinicians aged 25–54, skewing female but increasingly diverse across roles and specialties; key markets include North America and select urban international centers driven by brand loyalty and repeat purchases. FIGS Porter's Five Forces Analysis
Who Are FIGS’s Main Customers?
Primary customer segments for FIGS are dominated by Direct-to-Consumer buyers—primarily digitally native healthcare professionals aged 18–45—with an active customer base of about 2.6 million as of early 2025 and DTC accounting for roughly 95% of revenue.
Demographic Profile
Core buyers are Gen Z and Millennials, concentrated in nursing and allied health roles; females comprise about 75–80% of the customer base.
Gender & Growth Verticals
Men’s apparel is a rapidly expanding vertical, now contributing nearly 17% of total revenue as masculine-cut lines and targeted marketing scale.
Economic Profile
Customers typically have above-average disposable income; Registered Nurses in the U.S. have median pay exceeding $85,000, while surgeons, dentists and veterinarians sit higher.
B2B & Teams Expansion
The 'Teams' platform targets medical practices, dental offices and hospital departments to capture recurring, high-volume institutional orders and diversify revenue.
The FIGS customer segmentation analysis shows a mix of discretionary individual buyers and growing institutional purchasers, with geographic concentration in urban and suburban healthcare hubs and purchasing behavior driven by quality, brand perception and professional identity.
Primary Customer Segments — Key Facts
Snapshot of who buys FIGS scrubs and why they matter to the company’s growth strategy.
- Active customers: ~2.6 million (early 2025)
- DTC revenue share: ~95%
- Age focus: 18–45 (Gen Z & Millennials)
- Gender split: females 75–80%; men’s segment ~17% of revenue
For deeper context on FIGS customer targeting and marketing execution, see Marketing Strategy of FIGS
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What Do FIGS’s Customers Want?
FIGS customers combine functional needs for durable, moisture-managing scrubs with aspirational desires for status and identity; they prioritize proprietary FIONx fabric performance, utility features, and a curated aesthetic that signals competence and professionalism.
Performance-driven fabric
Buyers prioritize the FIONx four-way stretch, moisture-wicking and antimicrobial properties for 12+ hour shifts.
Practical utility features
Integrated zip pockets, reinforced stitching and tool-friendly designs are key purchase drivers for clinical staff.
Uniform as identity
The 'uniform as armor' psychology motivates purchases that convey status, competence and professional pride.
Head-to-toe adoption
2025 trends show rising attachment rates for non-scrub items—tops, underlayers and vests—to achieve cohesive looks.
Drop model and scarcity
Limited-edition colors and seasonal drops drive urgency and community engagement, mirroring streetwear strategies.
Values-driven preferences
Gen Z and Millennials favor social-impact commitments and community programs, influencing brand loyalty and repeat purchases.
Customer behavior and segmentation
Purchase patterns reflect a blend of necessity and lifestyle: durable performance wear plus seasonal, collectible drops; customers skew toward clinical professionals seeking premium scrubs.
- Primary buyers: nurses, physicians, allied health professionals with repeat purchase cycles tied to product launches.
- Age profile: majority between 25–44, aligning with workforce demographics and the question what is the typical age of a FIGS scrub buyer.
- Geography: concentrated in urban and suburban healthcare hubs, addressing where do most FIGS customers live.
- Spending: willingness to pay a premium for functionality and brand status; supports high attachment rates for complementary items.
See related analysis on revenue and product mix in Revenue Streams & Business Model of FIGS
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Where does FIGS operate?
The United States accounts for approximately 90 percent of FIGS net sales, with strongest penetration in high-density urban corridors and major medical hubs such as Los Angeles, New York City, Houston, and Chicago where large teaching hospitals and private practices concentrate.
Domestic Concentration
FIGS customer demographics are heavily U.S.-centric, driven by social-media-active healthcare professionals in metropolitan hospital markets.
Top U.S. Cities
Key urban corridors—Los Angeles, New York City, Houston, Chicago—align with FIGS target market priorities and marketing spend.
International Reach
As of 2025 FIGS ships to over 15 countries, with Canada, the United Kingdom, and Australia as the most established international markets.
Localization Strategy
Localization tailors messaging and product mix—UK campaigns consider NHS nuances; Australia emphasizes breathable fabrics for warmer climates.
International revenue remains a smaller share but frequently posts faster growth rates than domestic sales, reflecting successful market-entry tactics and strong FIGS brand audience momentum.
Market Entry Data
FIGS uses regional search trends and social media engagement to inform e-commerce localization and market timing.
Emerging Markets
Recent expansion into the Philippines and parts of the EU targets emerging healthcare markets that value Western medical standards.
Growth Indicators
International growth rates have outpaced U.S. growth in recent quarters, supporting the 2025 strategy to scale global reach.
Customer Concentration
Where do most FIGS customers live is primarily metropolitan; urban healthcare clusters drive purchase volume and brand visibility.
Targeting Nurses & Doctors
Digital campaigns prioritize nurses and physicians in major hospital systems, reflecting FIGS customer profile for medical professionals.
Further Reading
For a deeper look at the FIGS target market, see Target Market of FIGS.
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How Does FIGS Win & Keep Customers?
FIGS drives acquisition through digital dominance and an Ambassador Program of clinicians, while retention relies on tiered loyalty, personalized CRM and product innovation to maximize repeat purchases and LTV.
Ambassador-led Acquisition
FIGS leverages hundreds of real-world healthcare professionals—surgeons to students—showcasing scrubs on Instagram and TikTok to build trust and social proof.
First-party Data & CRM
By 2025 FIGS increasingly used first-party data and advanced CRM to refine performance marketing, keeping $CAC efficiency under pressure from rising ad costs.
Loyalty & FIGS Pro
Tiered loyalty rewards and the FIGS Pro program offer exclusive benefits for high-volume users, boosting repeat purchase rates and professional retention.
Behavioral Triggers
Automated email and SMS campaigns (scrub refresh reminders, early-access drops) increase purchase cadence and customer lifetime value.
Retention focus extends to post-purchase experience, returns and digital support, yielding repeat-driven revenue and lower churn versus apparel peers; see competitive context in Competitors Landscape of FIGS.
Repeat Revenue
Majority of revenue comes from repeat customers, reflecting strong LTV and high customer retention in the healthcare apparel market.
Target Market Fit
Marketing targets nurses, doctors and allied health staff—who form the core FIGS brand audience—using peer influence and clinical authenticity.
Customer Segmentation
Segmentation blends role (surgeon, nurse, student), spend level and geography to tailor offers and minimize churn across the FIGS customer base.
Innovation Cycle
Regular color launches and product updates drive urgency and repeat buys, supporting sustained revenue from existing customers.
Performance Metrics
Key KPIs include CAC, LTV, repeat-purchase rate and churn; FIGS reports materially higher repeat rates than standard apparel benchmarks.
Channel Mix
Multi-channel mix centers on social, email/SMS and content; influencer-driven organic reach reduces paid media dependency and improves ROI.
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