In Winning a Grueling Legal Battle, Figs’s Founders Found Power in Optimism

Posted by & filed under Consumer/Buyer Behavior, Ethics, Global Marketing, Innovation, Integrated Marketing Communications (IMC), Marketing Strategy, Product Brands and Branding, Relationship Marketing, Supply Chain.

Description: The medical scrubs company won a four-year legal battle with legacy competitor SPI. Why the co-founders wouldn’t settle, despite the high cost of litigation.

Source: INC.com

Date: Nov 21, 2022

Link: https://www.inc.com/rebecca-deczynski/figs-trina-spear-heather-hasson-lawsuit.html?utm_source=newsletters&utm_medium=email&utm_campaign=IncThisMorning-Nov%2021,%202022&leadId=261346&mkt_tok=NjEwLUxFRS04NzIAAAGIPkvuhstFy9fqhJaoUlo60HSq6fQvSq5xW9IDbIquKz2K69IoNnZjDwvStpUE_n7aWTtTXMvQrnNycBoNVrqso5Fjrs83wp9Qeb7uqA

Questions for discussion:

  • What does this report say about the use of legal tactics to undermine competition?
  • Do you think the use of their website as a marketing response to answer the accusation was a good choice?
  • Should the marketers at the firm just move on or use the victory against SPI in some way?