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

APPARELS

ACCESSORIES
 SCRUNCHY
 INNER SCARF
 SEJADAH

2.7 OWNER OF THE BUSINESS
Noor Neelofa Mohd Noor is known more as the popular television host on MeleTop
and a Malaysian actress is the one who started Naelofar Hijab. She was born on 10th
February 1989 in Pasir Mas, Kelantan. She is the third of nine beautiful siblings. During her
primary and secondary school, she was an excellent student who managed to score all A’s in
UPSR, PMR and SPM. After finishing her secondary school, she took A Levels for two years
at KDU University College. Her dream was to study abroad in United States but her family
didn’t support her decision. So, Neelofa pursued her studies at Sunway University College,
Selangor and received a Bachelor’s Degree in the field of Bachelor of International Business
& Marketing.
Due to her beautiful and angelic face, she got to compete in Dewi Remaja and won
over the title of Dewi Remaja and began her journey as an actress since. Currently, she has a
huge following on Instagram which passed 8 million followers and keep getting new
followers every day and makes Neelofa one of the fashion icon for many Muslim women
who wear hijab. She has been influencing many of women to be fashionable wherever you go
and these woman will always buy whatever she had wear from head to toe. This has shown
how Neelofa can immediately influence her fans through her fashion statement.
Scandals and controversies always comes around wherever Neelofa goes but she did
not let it overcome her but keep on doing her best to serve nothing but good for her fans.
Neelofa also has been listed among the 300 honorees of the Forbes 30 Under 30 Asia 2017.
The recognition has given her the opportunity to talk to international audience and give more
exposure to Naelofar Hijab.

2.8 VISSION AND MISSION STATEMENT
Naelofar Hijab has aiming to inspire women to always feel confident and powerful when
making their decision to choose modest wear.
VISION
To produce headscarves that are practical with well-thought designs to guarantee our
customers spend minimal time when putting on the hijabs.
MISSION
To provide accessible prices with luxurious quality choices.

2.9 ENTREPRENEURIAL COMPENTENCIES
Entrepreneurial competencies refers to the main characteristics that a successful entrepreneur
must possess in order to perform the business duties efficiently. Neelofa has possessed
several entrepreneurial competencies throughout her journey as a successful business woman.
1. USE OF INFLUENCE STRATEGIES
Naelofar Hijab’s owner, Neelofa herself is already a known fashion icon in the
fashion industry which means she can influence and persuade others easily. Moreover, she is
the face of her own brand where thousands of loyal customers are eager for new collection
from her. Therefore, she can influence her fans as she already has a huge following on media
platforms. In less than 2 years only, the company has grown into one of the Malaysia’s
popular and best-selling hijab brands and over some foreign countries.
2. PROBEM SOLVER / PERSISTENCE
Neelofa has shown her entrepreneurial competencieswhen she always come out with a
new solution and potentially unique ideas when launching her latest collection. This can be
seen when Naelofar Hijab became a hit in the market there are some brands will take
advantage by imitating the hijab’s design and selling it at a lower price so their brands can
become profitable and relevant. Without making an issue about it, Neelofa creates a new idea
where her team will produce the same designs regularly so that any hijab brands cannot
follow the rhythm of Naelofar Hijab’s new production so there will be no plagiarism.
3. SEE AND ACTS ON OPPORTUNITIES
Neelofa sees and grabs on opportunities whenever it comes landing on her. She took
opportunities when she knows her business has the potential to go to overseas can be spread
to overseas and become globally known and it has now entered a lot of foreign countries.
Naelofar Hijab also come out with designs that some of the hijab brands would never dare to
try to come out with but she sees this an opportunity to gain more exposure and engagement
from the customers without caring the backlash she will get.

3.0 SWOT ANALYSIS
STRENGTH
 Founder of the company is a
famous and well known person.
 The material used is comfortable
and easy to be styled and suit
Malaysian weather.
 Colourful options and various
design which follows the trends in
the fashion industry.
WEAKNESS
 Ridiculous price tag for
simple design.
 Similarity and resemblance
in most of hijabs style.
 Limited stock.
OPPORTUNITY
 Can penetrate into global
market.
 Influence many people to
wear hijab especially
beginners.
 Most Malaysian are in
Muslim community.
THREAT
 Strong competitors in the
same industry such as
Ariani, Adijuma, and Duck.
 An absence in the copyright
resulting to many
plagiarism.
STRENGTH
Naelofar Hijab always serve their customers with products that are up to date to not let them
get bored. Neelofa who is the founder the company is also a famous and well known icon in
Malaysia which gives her advantage to use her platform. Naelofar Hijab’s product also offers
variety of colours and design to suit the preferences of their customers. The material used for
her products has always been high quality and super soft especially their hijab collection
which also suitable for the humid weather in Malaysia.

WEAKNESSES
The price tag of Naelofar Hijab’s products are a bit ridiculous and not worth it as it very
simple. Therefore, some people cannot afford to buy them. Unfortunately, Naelofar Hijab’s
products face a lot similarity and resemblance from other brands which made some of the
customers tend to go looking for other brands. In addition, their collection always have a
limited stock when it sold out. This made some customers who did not get the chance to buy
the collection need to wait for a long a time to get it restock.
OPPORTUNITY
Naelofar Hijab has hit a big success in the local market but also can be more known in the
international market by producing their products by keeping up with the new trends
frequently. Furthermore, most of the locals are Muslim so they can easily add on some new
hijabs into their collection. In addition, Naelofar Hijab provide those beginners who do not
know how to style their hijab with tutorials so they can learn slowly about modesty.
THREAT
A lot of hijab brands such as Aidijuma Scarf, Ariani, Duck are some of strong competitors of
Naelofar Hijab in the modest fashion industry. A few of them might claimed that Naelofar
Hijab had initially copied some of their designs but in fact it is very difficult to indicate if its
imitation as there is no copyright has been issued. Opinion expressed by some people saying
there is no originality when it comes to designing hijab, clothes and many more.

3.0 CONCLUSION
All in all, the case study I made about Naelofar Hijab, is I am able to see the real
situation in an operating business and see the current issues occured. I got a lot from this
research because I got to know a lot about the face behind Naelofar Hijab, Neelofa and her
company. From the SWOT analysis, I can analyze the strengths and weaknesses as well as
the opportunities and threats the company face during flourishing their empire. SWOT
analysis really can help Naelofar Hijab to focus on areas where the company needs to be
improving on and the opportunities lies in front of them. This certainly helps Naelofar Hijab
become a successful company and keep moving forward.
During my research about Naelofa Hijab, they have always serve the best hijabs to
make Muslim women feel luxurious wearing one of Naelofar Hijab’s. I learned how
professional Neelofa handle difficulties while building her empire through Naelofar Hijab
even you have experience for years in doing business. This shown how mature Neelofa when
dealing with criticism which made her one of the influential entrepreneur in Malaysia.

4.0 REFERENCES
Website:
Saini, S. (2017). Entrepreneurial Competency. Retrieved from
https://www.slideshare.net/SanjanaSaini/entrepreneurial-competency
Badarudin, N. (2017). The headgear empire: New Straits Times. Retrieved from
https://www.nst.com.my/lifestyle/flair/2017/12/313915/headgear-empire
About Us. (n.d.). Retrieved from https://my.naelofar.com/about-us
Neelofa. (2021). Retrieved from https://en.wikipedia.org/wiki/Neelofa
Halwa, F. (n.d.). Analisis swot naelofar hijab. Retrieved from https://prezi.com/hobeokfq6-
iq/analisis-swot-naelofar-hijab

5.0 APPENDICES
This is Neelofa during the launch of Naelofar Hijab’s new collection, Be Lofa at Zouk which
has been controversial to citizens as the launch made at a night club and considered as
disrespectful to Muslim community.

Pictures of customers in Naelofar Hijab’s boutique choosing hijabs to try on and buy.

Snippet of Naelofar Hijab’s website, naelofar.com.