Question · Q4 2025
Adrienne Yih asked about the marketing composition in new international markets, specifically how FIGS balances top-of-funnel brand awareness with performance marketing. She also inquired about FIGS' investment and utilization of AI tools given its extensive data, and sought clarification on sourcing diversification and tariff assumptions.
Answer
Co-Founder and CEO Trina Spear explained that international marketing mirrors the U.S. strategy, starting with digital and scaling into top-of-funnel storytelling, with word-of-mouth being the largest acquisition driver. She noted that efficiency gains in mature markets allow for investment in new ones. Regarding AI, Trina stated that FIGS leverages its D2C data and AI tools for deep personalization, driving retention and repeat frequency by tailoring interactions based on detailed customer insights. CFO Sarah Oughtred clarified tariff assumptions, stating that while rates were previously 20% for Vietnam and 15% for Jordan, the current outlook conservatively reflects a 15% rate for the remainder of the year, acknowledging the fluid environment.
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