Signals & Stats : Daily Signals

Co-working wardrobe

By Rhiannon McGregor 12 : 10 : 2016 The Athena Woman : Argent : WeWork

San Francisco – E-commerce womenswear brand Argent has begun selling products at co-working space WeWork.

Founders Sali Christeson and Eleanor Turner wanted to establish a physical presence for Argent, but minimise the risk of bricks-and-mortar retail
The pioneering approach will enable the clothing brand to move between WeWork’s locations

Argent and WeWork retail space, San Francisco

By collaborating with the communal working space, Argent hopes to build a meaningful relationship with freelancers, entrepreneurs and start-up employees.

Argent’s move to bricks-and-mortar retail from online-only offers not only an opportunity to sell clothes but also provides a space for it to organise networking evenings and other social events. Selling in the WeWork offices presents Argent with an important opportunity to tap into an established working community, among a demographic of workers that may otherwise be difficult to reach.

‘It is about building community, encouraging work that you love, being a bit disruptive and elevating the female founders,’ Christeson told Fast Company. ‘There is so much overlap from a brand perspective. It was almost too good to be true.’

The Big Picture

Retail spaces are moving beyond traditional formats. Argent’s collaboration with WeWork cleverly targets Fempreneurs who are looking for sleek workwear, but may have no time shop for it.