Nathaniel Feather's questions to Figs Inc (FIGS) leadership • Q1 2025
Question
Nathaniel Feather asked for more detail on the cohort data, specifically seeking to understand the primary drivers of customer reactivation and whether these reactivated customers exhibit different behaviors compared to continuously active ones.
Answer
CFO Sarah Oughtred attributed the strong reactivation rates to giving healthcare professionals more reasons to return, primarily through great product innovation and ramped-up, full-funnel marketing efforts like the 'Where Do You Wear FIGS' campaign. CEO Trina Spear added that the reactivation trend is a significant sign of the industry emerging from the post-COVID purchasing overhang and returning to a period of demand normalization, suggesting the 12-month active customer window is somewhat arbitrary given the community's strong brand affinity.