After90′ and wemuse, working in tandem on the creation of their first collection

We would like to present another success fresh out of the oven thanks to Teresa Villar, the Lifestyle Category Manager at Fútbol Emotion.

Let’s interview Teresa Villar, who has more than five years of experience in the industrial sector and more than a decade in the world of fashion. Over her trajectory she has worked as an online Store Manager and Personal Shopper, and for the last four years she has managed her own women’s clothing brand. She balances her work with this brand, LaMagliettamode, with her work as the Lifestyle Category Manager at Fútbol Emotion.

Fútbol Emotion is a distributor who specializes in specialty football products that is reinforcing their bet on the Lifestyle sector. As Teresa says, “football goes beyond the 90 minutes of play, it’s a way of life. We want to dress our clients on and off the pitch, and to take advantage of our leadership position in the sector to attract new market segments.” This is why they have launched After90′.

Dependence on the largest brands may become a threat for distributors, hence the bet on an in-house brand. Their goal is to reach new consumers and offer a new, timeless product with careful design and, above all, one that adapts to the ethical and sustainable values that society currently demands.

Teresa tells us that the main challenges for the launch of After90′ were adapting to a frenetic department while at the same time developing a new brand and collection in less than three months. COVID forced us to carry out the relationship with our suppliers from a distance and hold every team meeting through a screen.

Upon creating the After90′ collection, we noticed that 95% of our employees fit our target market, making it possible for Wemuse to play a crucial role in this project. Thanks to wemuse we have access to quick and trustworthy feedback from our collaborators, which means considerable savings on time and costs. The big challenge we have as a brand is making the decision to cancel models before purchasing them, and instead deciding upon those that are most well-liked while we still have time to do so. That is to say, making the right decision when it comes to product selection. Making the right decision or not has direct repercussions on our margin and sales.

In regard to the team, wemuse has also been key when it comes to involving collaborators in the development of the collection. According to Teresa, wemuse is an intuitive and very easy-to-use app, and in the case of the shops it allows for a very valuable link with the employees.

Ultimately, After90′ uses wemuse as a key tool for decision-making: with a few clicks you can find out your target market’s preferences and tastes in real time. What more can you ask for?

If you want to find out how wemuse can help you, ask for a demo at this link free demo

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