Case Study : Naelofar Hijab / Nur Fazliana Suhaili Mohamad Rudin

• Main Author: Mohamad Rudin, Nur Fazliana Suhaili
• Format: Entrepreneurship Project
• Language: English
• Published: 2021
• Subjects: Costume. Dress. Fashion; Success in business. Performance; Clothing trade
• Online Access: https://ir.uitm.edu.my/id/eprint/57396/1/57396.pdf; https://ir.uitm.edu.my/id/eprint/57396/

The original purpose of conducting this case study was to introduce students to real-world business situations. Students may learn more about an individual situation, such as a person, company, or organization, through this case study. For this case study, I researched the organization I chose and described the business history as well as the entrepreneur in great details. NH Prima Sdn Bhd is the name of the company that I have chosen, and the founder of this company is the famous Malaysian entrepreneur Noor Neelofa Mohd Noor, who is also the name of the company. This company's goal is to manufacture premium-quality headscarves by using only the highest-quality materials and embellishments. NH Prima Sdn Bhd is a company that works with Swarovski, the world's most prestigious jewelry and accessories maker, to embellish their headscarves. The company team is always listening to their customers' suggestions to deliver something affordable while retaining product quality. This company also has many official distribution outlets, including naelofar.com, Shopee, Luxe Boutique TTDI, 1 Utama, Isetan KLCC, SOGO KL, and over 500 Approved Stockists worldwide. The company's main office is located at 34, Jalan Wan Kadir 3, Taman Tun Dr Ismail, Kuala Lumpur, 60000, Wilayah Persekutuan Kuala Lumpur. The first product of this company store is opened in TTDI Plaza in January 2015. Meanwhile, the product's brand name is Naelofar Hijab. The company's key items are instant shawls, semi-instant shawls, shawls, square hijab with the pretty printed and other headscarves such as turbans. This headscarf is available in a variety of designs and colors, and it is paired with Swarovski's luxury jewelry and accessory line. The headscarves are also available in a plain design. Naelofar Hijab creates high-quality head scarves that are simple to put on and comfortable to wear. The headscarves' names are derived from flower names such as Duchess, Bell, and Fiona, which is an interesting fact about this brand. Not only that, but their company also offers an online store where customers can buy a range of headscarves and have them shipped in 3 to 5 days. Neelofa had distinct traits and a distinct manner of acting in both the television and the beauty and fashion industries. She was a successful businesswoman who shared her own success stories. She demonstrated to the rest of the world how to keep behaving in the digitalized corporate environment surrounded by the market force of the younger generations. The key core products and brand name Naelofar Hijab have helped NH expand from a small homegrown business to an international player. The success of the company hinged on the leadership style of the outlier, Neelofa. The public figure who became a prominent leader and was respected by business leaders such as AirAsia Sdn. Bhd., big names such as Swarovski, Oppo, and Zalora. Neelofa had a oneof-a-kind personality, was business-savvy, and wielded dominance over the hijabs in the competition. Through its core brand promise 'Go Far', Naelofar aims to inspire women to always feel confident and empowered by their decision to choose modest wear.