Member Brief: Figs Resuscitates DTC Strategy


For Figs, customer acquisition costs dropped precipitously over the previous three years. According to a recent Twitter thread by Elements Brand founder Bill D’Alessandro, he cited the S-1 note of a 61% drop in CAC over this period along with an anecdote on the brand’s total addressable market: “Clinicians to dermatologists to veterinarians, it is such a big industry. And they all wear scrubs.” D’Alessandro likened Figs to Lululemon’s premium appeal and tendency toward consumer repeatability:

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