(FIGS) FIGS, Inc. Business Model Canvas Research

FIGS, Inc. relies on external ecommerce and payment vendors to keep its online store and mobile buying flow live, with checkout, fraud controls, and PCI-grade security as core dependencies. In FY2025, that matters because every order still has to clear payment and encryption checks fast, or conversion drops. Smooth vendor uptime supports a low-friction DTC experience.

• Runs ecommerce off outside tech stacks
• Depends on secure payment processing
• Checkout uptime protects conversion

FIGS relies on healthcare community partners like clinicians, ambassadors, and peer voices to test fit, validate design, and keep the brand credible. In FY2024, FIGS reported about $555.3 million in net revenue, and this trust-led model helps drive word-of-mouth and social reach.

• Clinicians validate product design
• Ambassadors extend social reach
• Community trust supports repeat demand

FIGS, Inc. uses digital marketing and community building to keep its brand top of mind in a crowded apparel market. In FY2024, FIGS reported $545.7 million in net revenues and a 67.7% gross margin, showing how brand-led demand helps support repeat purchases and draws more healthcare customers.

• Digital campaigns drive repeat buys
• Community ties build brand trust
• Strong identity supports pricing power

Customer service and returns management help FIGS, Inc. answer product, order, and exchange issues fast, which matters because fit and comfort drive scrub purchases. Returns and exchanges protect conversion and repeat buys, so service quality directly supports loyalty in a category where small sizing misses can hurt lifetime value.

• Handle fit, order, and exchange questions.

• Use returns to reduce size risk.

• Strong service lifts repeat purchases.

FIGS, Inc. depends on third-party manufacturers and logistics partners to turn designs into delivered scrubs, so supplier and fulfillment execution is a core operating resource. In FY2025, that network had to support direct-to-consumer sales and wholesale growth while keeping service levels high and inventory moving fast.

• Supports product flow end to end
• Protects delivery speed and fill rates
• Scales growth without owning factories

FIGS, Inc. treats customer data as a core key resource because every DTC sale captures first-party signals on buying behavior, size choices, and repeat orders. That data helps FIGS tune product fits, manage inventory, and target marketing more precisely, which matters in a model where the website and app sit closest to the customer.

• Buying behavior guides product and merchandising
• Size data helps improve fit and reduce returns
• Repeat orders show loyalty and lifetime value
• First-party data is a DTC edge

FIGS sells medical apparel that blends function with modern style, using softer fabrics and fashion-forward silhouettes to stand apart from standard scrub brands. That design edge helps support premium pricing and repeat purchases.

• Function-first, but more modern

FIGS' healthcare identity speaks directly to doctors, nurses, and other clinicians, so the brand is more than scrubs: it feels like belonging. That emotional fit can support repeat buying and loyalty, especially in a category where FIGS generated $521.9 million in net revenues in 2023 and held gross margin above 70%.

• Direct message to healthcare workers
• Builds emotional relevance
• Can lift repeat purchase behavior

FIGS, Inc. wins on repeat-purchase retention because healthcare apparel is a refill business: buyers come back for replacements, new colors, and seasonal items. That matters because repeat orders reduce pressure on new-customer spend and support steadier revenue in FY2025.

• Recurring need: replacements and upgrades
• Repeat buys lower acquisition dependence
• Better retention supports steadier cash flow

FIGS, Inc. builds community-led loyalty by tying its scrubs to healthcare identity, so customers don’t just buy apparel—they signal belonging. That emotional fit can lift repeat buys, referrals, and advocacy, especially when product style and the brand message feel made for frontline workers.

• Identity drives repeat purchase
• Style supports word-of-mouth
• Advocacy lowers acquisition cost

Social media helps FIGS, Inc. build awareness, show product details, and tell brand stories that fit its digital-first model; it also pushes traffic back to FIGS.com and the app. With over 5 billion social media users worldwide in 2025, the channel gives FIGS a low-cost way to reach healthcare workers at scale.

• Builds community and brand trust
• Shows products in real use
• Drives traffic to digital sales

Paid digital advertising gives FIGS, Inc. a direct way to find new customers through search and social ads, while tracking clicks, conversion rate, and return on ad spend in real time. In a crowded consumer market, that measurement matters because it lets FIGS, Inc. shift budget fast toward the ads that bring in buyers.

• Search ads capture active intent
• Social ads widen reach fast
• Tracking supports tighter spend control

Medical students, residents, and trainees buy starter sets when they enter clinical settings, often taking multiple items at once; for FIGS, Inc., this is a high-frequency entry segment that can turn into repeat purchases as training advances. FIGS, Inc. reported FY2025 revenue of about $550 million, showing scale in this wear-use cycle.

• Starter buys drive basket size
• Training paths support repeat orders
• Early loyalty can last for years

Healthcare workers buy FIGS for scrubs, but also for joggers, tees, and outerwear they wear off-shift. That widens the customer base beyond uniform needs and supports cross-sell across the full assortment, lifting repeat purchase potential.

• Goes beyond work uniforms
• Drives lifestyle apparel sales
• Supports cross-sell and repeat buys

FIGS, Inc. must keep its website, app, and ecommerce stack live 24/7, so hosting, software support, and cybersecurity sit in the core cost base. That matters because IBM’s 2025 Cost of a Data Breach put the average breach at $4.4 million, so reliable tech is not optional; it protects sales continuity and customer trust.

• Always-on site and app ops
• Hosting and software support costs
• Cybersecurity protects revenue flow

FIGS’ fulfillment, shipping, and returns costs are material because apparel exchanges are common; U.S. apparel ecommerce return rates often run about 20% to 30%, which puts real pressure on logistics and reverse-logistics spend. Fast, low-cost fulfillment helps keep customers happy and protects gross margin.

• Shipping and returns add direct logistics cost.
• Size swaps make returns especially important.
• Efficiency supports margin control.

FIGS, Inc. uses lifestyle apparel sales, including 5 main lines: activewear, loungewear, tops, vests, and jackets. This expands the brand beyond scrubs and can lift average order value by selling to customers who want FIGS for both work and off-duty wear.

• 5 lifestyle categories broaden demand
• Raises basket size beyond uniforms
• Supports brand reach outside workwear

FIGS, Inc. makes revenue through its direct-to-consumer site, selling at full price and in promotions. The online-only model gives FIGS tight control over pricing and merchandising, so seasonal offers can lift conversion and help clear excess inventory fast.

• Direct online sales at full price
• Promotions boost conversion
• Seasonal markdowns clear stock
• FIGS controls pricing and display