Susan McGalla, director of strategic planning for the Pittsburgh Steelers, announced in September 2015 that the team would introduce its new fashion line in time for its first home game of the season. McGalla, who is also an expert in the retail fashion industry, and her team listened to focus groups and fan polls as well as letters that were sent in to find out what the fans wanted different in fan fashion. The result is a newly designed website that can be used from any device and a new fashion line for men, women and children. The website also features a “Wear What We Wear” section, which includes fashions the players have been seen wearing. The men’s fashion includes the usual T-shirts and jerseys as well as dressier office wear such as polos and sweaters. The women’s line includes more feminine form fitting clothing as well as great accessories and jewelry. McGalla said the goal was to provide something that could be dressed up or down. McGalla, the daughter of a football coach, has been working with the Steelers in an effort to grow its brand and reach new fans. Before accepting the job with the Steelers, McGalla had a colorful career in the retail and fashion world beginning with Joseph Horne Company in 1986. In 1994, when the company was bought out, McGalla went to American Eagle where she earned much of her expertise as regional merchandise buyer for women’s clothes. Hard work and dedication led to promotions, and eventually, McGalla was named chief merchandising officer and then president of the entire company. After a couple years as president of American Eagle, McGalla decided to part ways and pursue a private consulting career where she offered her expertise to other companies. After several job offers, she decided to accept a CEO position with Wet Seal where she stayed for two years before starting her own business, HFF, P3 Executive Consulting, LLC. The company advises its clients on all things business including merchandise buying, branding and marketing. The company continued business even after McGalla went to the Pittsburgh Steelers.