Continuing to build upon its growth in 2017, co-working venue company WeWork is turning to retail to ride that momentum. WeWork is joining forces with J.Crew to host a panel discussion series at select WeWork locations in New York, San Francisco, Atlanta and Philadelphia. As part of the partnership, these venues will also sell merchandise from J.Crew’s spring collection at pop-up shops that offer discounts to WeWork members. The stores include a philanthropic element, in which a portion of proceeds will support local charities in each respective city.
The collaboration also allows the struggling J.Crew brand to increase visibility, as well as build upon past marketing efforts that feature non-models for campaigns and presentations. As part of the partnership, J.Crew developed editorial content for its blog that features WeWork members wearing styles from the spring collection and sharing career advice. The site includes a diverse array of individuals hailing from several innovative and progressive organizations such as Women’s Funding Network, Mother In Law’s Kimchi and the Black Owned Market. Read more at Glossy