Susan McGalla has taken on the Pittsburgh Steelers Director of Strategic Planning position. In doing so, she has offered up the opportunity for Steeler fans to purchase merchandise that fits to their own individual style. Some of the items available for purchase include Pandora jewelry, charms, and notable labels such as Tommy Bahama, Nike Golf, and Victoria’s Secret. Equally important, many items come in alternative colors such as pink, neon yellow and metallic gold versus the standard Steeler black.
Prior to joining on with the Pittsburgh Steeler organization on linkedin.com, Susan McGalla was the President of American Eagle Outfitters for 15 years and the Chief Executive Officer at Wet Seal. Her past experience in the merchandizing and in the branding fields was brought onboard to upgrade the Steelers online site. McGalla utilized focus groups to better understand what the Steelers fan is looking to purchase not only on game day, but during the work week to show off their team support. For instance, Susan McGalla on facebook made available team apparel for males to wear to work, while at the same time, brought to the website apparel for females focusing on a more feminine look that includes a fit that assists all types of figures.
The Steelers website (shop.steelers.com) was launched by McGalla this summer after the request from Steelers President Dan Rooney to rebuild the existing website. McGalla’s goal was to make the website the best in class which includes a fast and easy to shop experience. One can search for Steelers apparel by price, vendor, and category in order to narrow down the product the Steeler’s fan is seeking out. The products are licensed by the National Football League (NFL), and McGalla has made certain some of the items include a secondary NFL logo.
Susan McGalla marketed the Steeler products as those worn by the Steelers players and coaches whether on or off the field. During NFL training camp, the players and coaches identified items they liked and were then photographed wearing each item. McGalla decided upon this approach after receiving feedback from Steeler fans via email, on line chats, and the Steelers Facebook page.