Heather Hasson and Trina Spear, the co-founders and co-CEOs of FIGS, discuss how to run a great pop-up store experience from start to finish, what to consider when pricing your goods and how that can dictate how the consumer perceives your brand, and why cornering niche markets can mean powerful, and repeating, revenue returns.

"In other industries, you're acquiring a new customer and then that's it, right? Or maybe they come back every few years," says Spear. "Our customers are coming back every month, sometimes even sooner than that. In 2020, over 60% of our net revenue was from repeat transactions."

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