ENT300 Case Study Analysis: Naelofar Hijab's Entrepreneurial Journey

This report presents a comprehensive case study on Naelofar Hijab, a prominent Malaysian modest wear brand founded by entrepreneur Noor Neelofa. The study details the business's inception, growth, and expansion, highlighting its nature within the fashion industry, including competition and operational strategies. It covers the legal form of the business, target market, and geographical presence, including branches and online distribution channels. The report analyzes Naelofar Hijab's product offerings, vision, and mission, emphasizing the entrepreneurial competencies of Neelofa, such as her use of influence, problem-solving skills, and ability to seize opportunities. A SWOT analysis is included, providing a structured evaluation of the brand's strengths, weaknesses, opportunities, and threats. The case study explores the brand's ability to adapt to market trends and maintain a strong presence despite competition and plagiarism issues. The report concludes by summarizing the key aspects of Naelofar Hijab's success story, providing valuable insights into its business model and entrepreneurial strategies. The business started in 2014 and expanded globally to Southeast Asia, London, Australia, Netherlands and the United States.

ENT300
FUNDAMENTALS OF ENTREPRENEURSHIP
MAC1105E
CASE STUDY OF :
NAELOFAR HIJAB
PREPARED FOR : DR. ABDUL RAHIM RIDZUAN
PREPARED BY : MARSYA BINTI ZAHARI
MATRIX NO : 2018257122

TABLE OF CONTENTS
PARTICULARS PAGE
1.0 EXECUTIVE SUMMARY 1
2.0 BUSINESS DESCRIPTIONS
2.1 NATURE OF THE INDUSTRY AND COMPETITION
2.2 TYPE OF THE OPERATION
2.3 LEGAL FORM OF BUSINESS
2.4 TARGET MARKET
2.5 LOCATION AND BRANCHES
2.6 PRODUCTS AND SERVICES
2.7 OWNER OF THE BUSINESS
2.8 VISSION AND MISSION STATEMENT
2.9 ENTREPRENEURIAL COMPENTENCIES
3.0 CONCLUSION
4.0 REFERENCES
5.0 APPENDICES

1.0 EXECUTIVE SUMMARY
This report is describing about the successful business built by an entrepreneur and
the characteristics and competencies of this chosen entrepreneur, Noor Neelofa binti Mohd
Noor which is known more as Neelofa is a young entrepreneur who has now made her empire
globally known especially to hijabis. She is one of the Malaysia's young entrepreneurs who
started a business using the online system started to operate on 2014 in a small scale.
Continuous efforts from Neelofa makes her business get more exposure resulting to a huge
success for Naelofar Hijab in 2015.
Due to the title she has as an actress, it actually has helped a lot to improve the
profitability of Naelofar Hijab and grant her business to be promoted around Malaysia.
Currently, her business has entered the market around Southeast Asia such as Indonesia,
Singapore and Brunei. Starting from 2015, her brand has slowly entered London, Australia,
Netherlands, and the United States. Then, the name of Naelofar Hijab changed into Naelofar
only and from there the business has added more ranges other than her famous hijab line.
Furthermore, it is also one of Malaysia’s biggest modest wear in the fashion industry.

2.0 BUSINESS DESCRIPTIONS
2.1 NATURE OF THE INDUSTRY AND COMPETITION
Naelofar Hijab is a modest wear brand founded and started by the beloved Malaysian
celebrity and entrepreneur, Neelofa since 2014. The mission of the business is to provide
accessible prices with premium quality options. Naelofar has now spread range of stylish
hijab, apparel, bags and accessories that are loved by the locals and foreigners.
Naelofar Hijab uses a broad official distribution channels through a website named
naelofar.com and also Shopee where they can see the products virtually. boutiques and
through 500 Authorized Stockist worldwide.
Naelofar Hijab continuously aims to inspire women to always feel confident and
empowered by their decision in wearing modest wear. It is what inspires their Go Far event
and hit a huge success.
Naelofar Hijab market their ready-made designs with a little twist but they often face an
issue with plagiarism by other brands. Therefore, Naelofar Hijab always come up with new
collection so that they are not overshadowed and undertake by other brands. What makes
their hijab line special is Neelofa and her team decided to transform and simplify modest
fashion we already used to such as making shawls easier to wear for those who are trying to
be fashionable and out of their comfort zone.
Naelofar Hijab is still standing strong and constantly being approached by loyal
customers even though faced a high pressure by a lot of upcoming new brands. Naelofar
Hijab itself is among one of the first influential brand in the modest wear fashion.

2.2 TYPE OF THE OPERATION
Naelofar Hijab is a brand under NH Prima International, a company established by
Neelofa and her sister Noor Nabila. Shortly after Neelofa’s personal transformation, the
business changed into selling hijab in 2014.
Naelofar Hijab produce and design their products locally in Malaysia where her sister
is taking responsibility of the product design and production. Neelofa takes care of the
marketing of the business which led the business to be marketed to foreign countries.
Since its formation in 2014, Naelofar Hijab has produced beyond 80 collections of
hijab, most of which are sold like hot cakes.
Naelofar Hijab has always strives to be out of the ordinary from other hijab brands by
remaking the image of the hijab to one that is modern, practical and free and easy for
confident women in this 21st century.

2.3 LEGAL FORM OF BUSINESS
Naelofar Hijab is a private company which specialises in retailing where it offers
various choice of hijab and modest wear for women. Naelofar Hijab began to gain popularity
after Neelofa featured some of her collection during filming a hit television drama loved by
Malaysians which gave a lot of exposure to the business and a serious demand from the
customers.
The owner behind Naelofar Hijab, Neelofa said in an interview that the brand
registered RM50 million in sales with the global market accounting for 10 per cent of its
revenue. It certainly is a big achievement for a company and to Neelofa herself which had
just establish for only over a year. Naelofar Hijab also gain almost 900,000 followers on
Instagram since the establishment of the company has become a phenomenon to Muslims.

2.4 TARGET MARKET
Naelofar Hijab’s goal is to provide modern and hassle-free hijabs for all women for
any occasion at an affordable price range. The company also tries to maintain the trust and
relationship that it gains from the customers. Therefore, Naelofar Hijab is focusing more on
Muslim youth and middle age woman which targets female from the range of age 18-60
years. Naelofar Hijab produces their hijabs that suited female between those ranges.
Naelofa Hijab has offered their hijabs with multiple design and colours for their
customer to choose from based on their preferences. Moreover, they also set out a tutorial on
how to wear the hijab to guide the customers to wear them easily resulting to a full
satisfaction from whoever bought it.
Naelofar Hijab also provide exclusive designs especially for women who are trying to
be more extravagant in their hijab while being modest in their day to day activities without
worrying the price range as it is reasonably priced. The customers especially for beginners
do not have to worry as Naelofar Hijab has created an instant hijab that they can throw on
without putting so much effort but still looking decent.

2.5 LOCATION AND BRANCHES
At first Naelofar Hijab started selling the hijabs online and at bazaars. After Neelofa’s
gain more popularity from her televison drama, the hijabs were a hit and started selling out
very fast resulting to more stockists to handle the increasing demand from the customers.
Customers can now purchase the products in store as Naelofar Hijab has 4 main branches
throughout Malaysia.
BRANCHES LOCATION
One Utama G-341, 1 Utama Shopping Centre, Lebuh
Bandar Utama, Bandar Utama, Petaling Jaya,
Selangor, 47800, MY
Isetan 201A-C, Jalan Ampang, Kuala Lumpur City
Centre, Kuala Lumpur, Kuala Lumpur,
50088, MY
Sogo Sogo Level 3 Complex, 190, jalan Tunku
Abdul Rahman, Kuala Lumpur, Kuala
Lumpur, 60000, MY
Naelofar LUXE Boutique TTDI TTDI Plaza, 2A, Jalan Wan Kadir 3, Taman
Tun Dr Ismail, Kuala Lumpur, Kuala
Lumpur, 60000, MY

2.6 PRODUCTS AND SERVICES
Naelofar Hijab offers various types of hijabs, apparels, accessories and the latest
collection launches, sportswear which let many Muslim women to be confident while doing
sport activities. Naelofar Hijab has provides women who desire simplicity but still looking
put together. The customer can choose hijabs that compliments their skin tone with a wide
range of designs to choose from and numerous material choices they can pick to cater with
hijab styles they want to try. Most hijab collections from Naelofar Hijab are made of soft
materials which gives more of subtle and flown out look.
What differentiates Naelofar Hijab from other brands is that Neelofa model herself
wearing all the collection she launched so that everyone can see the material used and how it
looks like in person. Naelofar Hijab’s website, naelofar.com also provide details and
information to those who cannot purchase in store so they do not struggle and face any
difficulties while buying it online.

HIJABS