This company is fast becoming the Scrubs Warby Parker
This company is fast becoming the Scrubs Warby Parker
FOR MOST OF US, Medical scrubs, such as toilet paper, open parking spaces and triple A batteries, are something you do not think about until you really need them. But for the 20 million Americans who are part of the health industry, the largest labor sector in the country, gowns are a daily necessity. To serve that vast market, they launched Heather Hasson and Trina Spear. Figs in 2013, a "premium" scrub company based in Los Angeles, which goes directly to the consumer, who is on track to earn $ 100 million in revenue this year. What Warby Parker did for glasses and Casper for mattresses, Figs is doing for exfoliating. But while these new companies have universal appeal, Figs is intended only for M.D.s, P.A.s, R.N.s, D.D.S.s, as well as the various managers and assistants who lack initials but still need scrubs.
Neither Mrs. Hasson nor Mrs. Spear have those letters that follow their names. Mrs. Hasson, who began her career in the fashion industry, came up with the idea of Figs when a friend of hers, a nurse practitioner, arrived for a coffee appointment in scrubs and exfoliants. "I said, 'I can not believe you're still using this, where do you shop?'" He recalled. If the gowns were bad, Mrs. Hasson's friend from the medical supply store said it was worse, with racks of unrefined gowns crammed next to wheelchairs and canes.
With a tight fist, similar to a pair of sweatpants and a zippered side pocket, the Figs jogger trousers (seen above) takes its cue from sportswear.
With the help of Ms. Spear, who had previously tracked down medical supplies companies in the
Private equity division, Ms. Hasson learned that most medical professionals must buy their own exfoliants. Until the late 1980s, he explained, when gowns continued to be a business-to-business industry, "hospitals did buy on behalf of their staff." But then, he continued, "budgets were limited and hospitals said: 'We are' We are not going to do this anymore, we can not afford it. '" Doctors and nurses kept the bill. Although medical clothing is now a $ 10 billion industry here in the US. UU And a $ 60 billion industry worldwide, little else had changed until 2013. Large-scale supply stores still sold thick, one-size-fits-all cotton scrubs. for as little as $ 10 over.
In this market, Figs introduced its direct model to the consumer with prices of $ 38 and up, innovative styles and an anti-microbial, wrinkle-resistant and odorless fabric treated with Silvadur that took almost two years to develop. In the early days, Ms. Hasson and Ms. Spear were stationed in hospitals, absorbing staff comments. They discovered that doctors had been tying their wedding rings to their pants' laces because standard uniforms fell into their pockets, inspiring the Figs duo to add a zip pocket to their pants. The brand also cut out the bag-like fit of traditional robes, offering "jogger" style pants and banishment while banishing "one-size-fits-all" tops. "They are very slimming," said Danish Hasan, 25, a registered nurse who recently moved from Chicago to New York. "They do not even look like bushes, they look like pretty clothes you would wear." After buying his first pair of figs about a year ago, Mr. Hasan has completely relinquished the bushes of the supply stores.
Figs has adopted a "lifestyle" approach to marketing that the founders compare to that of
the sportswear brand that helped make yoga a way of life (former Lululemon CEO Christine McCormick Day was one of Figs' early investors, as was actor Will Smith). Figs has a well-curated Instagram page with more than 166,000 followers that shows clients, mainly women, who make up 70% of Figs' customer base, in highly enlightened environments, far from the chaos of an emergency room. Last week, Figs opened its first pop-up store on Melrose Avenue in L.A., along with boutiques for fashionable fashion brands such as Marc Jacobs, A.P.C. and the theory.
The five-year-old company recently opened a pop-up store on modern Melrose Avenue in Los Angeles.
"Your ads are everywhere: Instagram, my
page, that's how I found out about [Figs]"Mr. Hasan said, but the marketing knowledge of the brand extends beyond the social networks, Figs has also created traditional advertising, covering subway cars with advertisements here in New York, this multi-channel strategy seems to have worked hook up to a younger, millennial generation. "Everyone on Instagram seems to have a couple of these peels," said Macie Lucas, 23, an assistant physician at State College, Pa. Ms. Lucas's hospital in Reality does not allow staff to use figs because they do not meet their uniform color and logo requirements, so they use them surreptitiously to and from the operating room.Other hospitals have less stringent standards.Catholic Health Initiatives, a health care system with more than 12,000 employees, it allows its staff to use exfoliations from any manufacturer, although they must be of a fixed color that corresponds to a certain occupation: light blue (of course) for nurses, for example.
It is a "keep up with the Joneses" mentality that has led Ms. Lucas to break the rules. Although a patient would not immediately notice the difference between traditional figs and robes, Ms. Lucas and her smart partners can spot them instantly. "They have the little logo on their sleeve and trousers, that little white logo, that you know automatically," said Ms. Lucas, adding that the brand's online marketing strategy works particularly well with her and her young colleagues. "Because Figs started online ... I think that's why we see it in 20-year-olds."
Tom Booth, 27, a nurse in Middletown, N.J., arrived in Figs after seeing a colleague wearing a pair of uniforms. "They looked really good," Mr. Booth said, and when urged to feel them, he found the fabric very soft in a way that promised comfort. "So I went out and got a pair and then I kept buying." Instead of worrying about wearing the same shirt as his co-worker, Mr. Booth really wanted to copy it; a unique benefit for a medical clothing brand like Figs.
Figs is not alone in this space; Jaanuu is another brand of direct exfoliating consumer that was launched in 2013, but the reported growth of Figs (9,938% between 2014 and 2017) places it at the forefront of the space of medical clothing. Last year, film producer Thomas Tull (known for films like "The Dark Knight" and "The Hangover") invested $ 65 million in the company.
Even so, the expansion has not come without growing pains. A scan through recent Instagram and Twitter posts revealed that many customers complained about delayed orders and lack of communication. According to Ms. Spear, the need to change warehouses led to a delay in compliance. Ms. Lucas was not among the customers who experienced the delay, although she did notice the complaints in Figs' online community. That did not stop him from ordering a set of bushes. They arrived in four days, helping her to keep up with her classmates.
Write to Jacob Gallagher in Jacob.Gallagher@wsj.com
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