Brand Tone

Empathetic, Celebratory, Modern, Stylish, Community-Focused, Authentic, Innovative, Confident, Inspirational

Brand Values

• •Serving Those Who Serve Others
• •Innovation & Quality
• •Community
• •Impact & Social Responsibility
• •Authenticity & Integrity
• •Customer-Centricity

Best Practices

• •Use Empowering and Positive Language: Words like 'celebrate,' 'empower,' 'awesome,' 'innovative,' 'strength,' and 'resilience' reinforce the brand's supportive stance.
• •Highlight Quality and Technical Features with a Focus on Benefit: Don't just list features; explain how they improve the wearer's experience (e.g., 'antimicrobial for odor resistance' becomes 'Stay fresh through the longest shifts with our antimicrobial technology').
• •Refer to 'our community' or 'the FIGS family.' Encourage interaction and sharing.
• •Show understanding and respect for their work.
• •Maintain transparency and address concerns directly, showing a commitment to improvement and customer satisfaction.

Social Perception

FIGS is generally perceived as a positive, aspirational, and fashionable brand within the healthcare community. While some concerns exist regarding price, sizing inconsistencies, and past controversies, the brand maintains a strong and loyal following due to its perceived quality, comfort, and community focus.

Copy Examples

• •"Celebrating the Awesome Humans who make a difference every day. Thank you for your dedication and passion!"
• •"Experience the innovation of FIONx™ fabric – designed for ultimate comfort and performance during your toughest shifts."
• •"Join the FIGS family and connect with a community of healthcare professionals who share your commitment to excellence."
• •"Designed with you in mind. FIGS scrubs offer a modern, stylish fit without sacrificing functionality."
• •"We're committed to serving those who serve others. Every FIGS purchase supports healthcare initiatives worldwide."