Member Brief: Figs Resuscitates DTC Strategy

Figs prints money. Figs broke the simulation. Figs rewrote a DTC playbook that expires each quarter; theirs will last for the next years of brand development, growth, and exits. The scrubs brand is the brainchild of Co-Founder and Co-CEO Heather Hasson, whose “ah-ha” moment came about while listening to a friend explain her pain points as a nurse-practitioner. Near the top of the list? Uncomfortable scrubs, a utility for the the millions of healthcare industry workers in the United States (Figs’ chief market).

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