CASE STUDY

NEELOFA THE “CELEBRITY OUTLIER”

DR. HARTINI AHMAD

DR ROHAFIZ SABAR

DR ALMINNOURLIZA NOORDIN

NORZALILA JAMALUDIN

UNIVERSITI UTARA MALAYSIA

2019
 DISCLAIMER

We are responsible for the accuracy of all opinion, technical comment, factual report,
data, figure, illustrations and photographs in the article. We bear full responsibility
for the checking whether material submitted is subject to copyright or ownership
right. UUM does not accept any liability for the accuracy of such comment, report,
and other technical and factual information and the copyright or ownership rights
claims.

Researchers:

Dr. Hartini Ahmad

Dr. Rohafiz Sabar

Dr. Alminnourliza Noordin

Norzalila Jamaludin

i
 ACKNOWLEDGMENT

Alhamdulillah, we thank and praise to Allah with His permission and

blessing, and after all the efforts and hard work that had gone through, we manage to
finish the case study “Neelofa the Celebrity Outlier”

We would like to thank Nabila and Neelofa for their involvements in this
project. She is the great aid in helping us to get the real insight and right materials for
the case study. Thousands of thanks to all people particularly the MeleTop
producers, managers, and crews, business owners and stockists who involved
directly or indirectly by giving support, comments and suggestions that very helpful
for us in the efforts to finish this case study. We would like to thank you the
Institute of Business Management and Business Research (IMBRE), University
Utara Malaysia (UUM) for the research grant incentive award and to the Research
and Innovation Management Centre (RIMC) for facilitating the processes of our
research activities.

ii
 TABLE OF CONTENT

The Case:

Executive Summary 1

Introduction 2

Noor Neelofa Mohd Noor 3

Company Background 5

Naelofar Hijab 7

Deciding Competitions 8

Aggressive Marketing 12

Product and Brand 14

Market Segmentation 15

Hijabs – Core Products 17

Revitalizing Involvements and Collaborations 20

Neelofa – Outlier 21

Conclusion 23

References 23

iii
 THE CASE

NEELOFA THE “CELEBRITY OUTLIER”

Executive Summary

One of the founders of NH Prima International Sdn. Bhd. (NH), Neelofa had key

characteristics and her own style of performing both entertainment, and beauty and

fashion business. She had great achievements in the business and revealed her own

success stories. She showed to the world “how not to stop acting” in the digitalized

business surrounding by the young generations’ demand power. Neelofa had a

business acumen and commercial mindset, deviation from the ordinary peoples’

thinking made her an outlier. NH small homegrown company transform into the

international player through their main core products and brand name Naelofar

Hijab. The question of how the business succeed depended into the leadership style

of the outlier, Neelofa. The iconic who was a public figure becoming a successful

leader and recognized by the corporate leader such as Air Asia Sdn. Bhd., global

players such as producers of Swarovski, Oppo, and Zalora. Neelofa had the

uniqueness in her personality and business-minded and had the influence of power

over the hijabers in the competition. However, as the business was growing, the

issues were arising in particular that related to the business and the backbone of the

business. Could she sustained and how? The bottom line and the end game was to

have superior profitability.

1
Introduction

This millennium was not unusual to see the youngsters, including the hijabers (the

people who wore a headscarf) adored their iconic celebrity Neelofa. She won many

awards not only in the entertainment industry but also in the beauty and fashion

industry. The untold stories had to be revealed on how she achieved the success at a

young age. She was one of the celebrity outliers, who had her own unique

characteristics that made her different from her fellow actress alike. She both success

in the entertainment industry and the beauty and fashion industry.

“The business has existed to cater the trendy Muslim hijabs – to allow them

to choose the best Lofa collections." Neelofa.

Kept herself abreast with the technology advancement, digital economy and

the internet of things, her products were sold in platforms such as website,

Facebook, Instagram, Twitters and other media alike. This including the

offline sells through the physical stores of the headquarters or the stockists.

The focus of the case study was in Neelofa, how not to stop acting? This was

because of the many issues that she had to manage since she was the center of

attractions and as a renowned celebrity. Hence, the story of Neelofa was 10 times

interesting as tomorrow’s success look so bright. This was due to an outlier nature in

her. Neelofa, a business-oriented family background, who was passionate for fashion

and trend, and she was a fashion entrepreneur, and in herself.

2
Not surprisingly, Naelofar Hijab became one of a leading brand for the hijab industry

in Malaysia. A frontier in the industry despite many challenges and obstacles.

The company provided trendy, innovative and fashionable hijabs.

Noor Neelofa Mohd Noor

Noor Neelofa Mohd Noor was born on February 10, 1989, in Pasir Mas, Kelantan

and was the third child of nine brothers and sisters. She was the co-founder of the

NH Prima International Sdn. Bhd. one of the fast-growing Muslim trend and fashion

companies in Malaysia, and in ASEAN as well as Asian countries.

Her education background, she held an International Trade and Marketing Bachelor

degree from Sunway University. Neelofa first appeared in the public eye in 2009, as

the Dewi Remaja (Miss Teen) Malaysia with a very outstanding personality. People

still doubted of her achievements, most probably like other Dewi before, they went,

and fad. However, Neelofa successfully transitioned from the Dewi Remaja and

became a high-class personality with her own style and was an icon of her followers

because of her bold actions in the entertainment industry.

She started seriously her career as in the entertainment industry in 2010. After that,

she had become an actress, television's show host, public figure, model and

entrepreneur. She had never stop acting, inspiring other people for being at the level

she was – the business venture. Her bright future became obvious as she was being

recognized by many big corporations such as AirAsia, Swarovski, and Lancome as

3
the ambassador and management team. Unsurprisingly, in 2017, Neelofa was named

amongst 'Forbes 30 Under 30 Asia'.

"Her reputation as Malaysia’s leading businesswomen, one of the few

Malaysians named by Forbes Asia in their 30 Under 30, and her track record

in championing women in business is an inspiration to us. I look forward to

working with Neelofa," Tony Fernandes said in Press (The Star Online, 8 Dec

2017).

She was an iconic in terms of “beauty with a brain”, particularly among the

millennial groups, her fans.

Neelofa said, "This is not only an achievement for me but for all women out

there. For the past seven years, I have explored both the entertainment and

business industries which have presented me with so many opportunities to

grow and to transform."

Her own brand of hijabs and branded accessories catering to style-savvy young

Muslim women. The marketplace was not only Malaysia, but it already penetrated

globally such as Indonesia, Brunei, Australia, Dubai, and Europe. Other than a well

know products, the Naelofar Hijab, the business started to be diversified, including

Lofalens – the contact lens, Baeutea Slim pills, Bellavita, and other health and

beauty products.

4
Recently, she penetrated the business in Europe, and in America – the Muslim’s

fashions and trends. She introduced her own brand, the Lofarbag with Zalora, and

also beauty cosmetics the “Young & Glow” foundation and its product ranges. The

recent business expansion, Lofarbag, a collaboration with a big name in digital

business, Zalora shows her resilient minded in marketing.

“I want to use my success as an example to inspire women not just to make money

but also to have good confidence in themselves, be strong and not necessarily rely on

men.” Neelofa’s statement that inspired many other young entrepreneurs.

Company Background

NH Prima International Sdn. Bhd.

Name: NH Prima International Sdn. Bhd.

Location:4, Jalan Wan Kadir, Taman Tun Dr Ismail, 60000 Kuala Lumpur,
Wilayah Persekutuan Kuala Lumpur
Ownership: Noor Neelofa Mohd Noor and Noor Nabila Mohd Noor
(Equal shares)
Major products: Beauty and Fashion; Hijabs (Headscarves), Beauty and Health
Products

It began in 2014 when both sisters, Neelofa and Nabila made a decision to sell the

hijab among family members, friends, and fans. At this point, Neelofa made a

personal transformation of wearing a modest hijab, and everyone talked about that

and adored her for making such a personal change. During this time, online business

and social media started to attract businesses to sell online. In 2019, Naelofar Hijab

emerged and produced more than 80 collections of hijab and offered a wide range of

5
collections with specialties and limited editions. The business was a success, most of

which products were sold out within minutes of their launchd. Most of the products

were promoted and sold through Instagram which attracted huge numbers of the fan

to own Neelofa’s favorites. She had 5.8 million followers on Instagram (as on 1

March 2019) and the number kept increasing each day. Every time she appeared on

the screen, her adoring fans were crazy about her styles, her presentations, her attire,

the associations and so obsessed about her lifestyle and relationships.

The major products and popular brand of NH were Naelofar Hijab, which offers

ranges of hijab, including the Lofa ranges, forever young, Tania, Dear Love, Layla,

Jemima, Nour, and Ameera. The products focused on trendy, innovative, elegant,

sophisticated and casual style. The company appointed many authorized stockists.

The company used more on online businesses rather than focusing majorly on having

its own shop outlets. In 2016, only a few shop outlets were opened at the shopping

malls such as at the Isetan and Parkson, in Kuala Lumpur.

The first NH stockist opened in KL in 2014 and followed by opening up stockists in

various states in Malaysia. By early 2017 NH was a well-spread company mostly in

Malaysia and all over the world for more than 38 countries including Brunei,

Indonesia, Singapore, Australia, the United Arab Emirates, United States of

America, United Kingdom and Europe.

6
It had around 300 authorized stockists in Malaysia, Singapore, Indonesia, and

Brunei. NH also increased the sales throughout various bazaar outlets and fashion

shows all over Malaysia, and some other part internationally, such as in Milan’s

Fashion Show/ Fashion Week 2019.

Naelofar Hijab

The products aimed for modest fashion, and

targeted the market to be worth USD 327 billion by

2020, hence Naelofar Hijab aimed to serve the

untapped market. Neelofa who was being in

limelight, as an actress, host, and businesswoman

took the opportunity to conquer the hijab markets

widely.

Neelofa said that the brand strives to be different from other homegrown hijab

brands by reinventing the image of the hijab. She stressed that the hijab was chic,

modern, practical and hassle-free for confident women. She showed how the women

should take care of the hijab as a beauty element in them and to take care of the hijab

while wearing it.

She learned from Bella Vita, the beauty supplements that she and her sister

produced, Lofalens products as fashionable contact lenses, and Naelofar Abaya. At

7
this point, she found her strengths and her passions in this modern and stylish

fashions started establishing her own brand. Neelofa started her business with a small

team, she had a small circle of trusted team players, and during that time she was

aiming to promote moderate fashion, hijab for more practical and easier to wear.

After numerous brainstorming sessions held, business trials and errors discovered,

she got feedbacks and did reactive actions, she decided to expand her business by

launching Naelofar Hijab, in December 2014, which the first product was an instant

shawl. The flagship store in Taman Tun Dr, Ismail Kuala Lumpur opened in January

2015 where became the main channel to sell the products.

Deciding Competitions

Naelofar Hijab decided to compete in order to get sustainable competitive

advantages particularly in the trending business with many players. In the year 2019,

the global economic downturned and the use of technology resulted in increased

unemployment. The business situation had becoming fluctuate, consumers spent less

on the discretionary items, such as fashions, beauty, and related products, which

made on average sales shrinking on consumers’ spending in Malaysia of

approximately 5.6% reduction rate (TradingEconomics.Com, 2019)

This situation also affected the sales of Muslim’s brand and fashion, including

Naelofar Hijab. Hence, the company worked hard to manage the crisis and to

maintain or gain the market shares. Although, Naelofar Hijab presented a progressive

lifestyle with representations of veiled for the Muslim women who were

8
predominantly Malay, and other non-Muslim as well as their accessories, the sales

were at a snail pace but manageable. Besides, numbers of competitors including the

premium brands which were the Duck Scarves by Fashion Valet, and Ariani; mid-

market competitors were TudungPeople, Sugarscarf, Jelitasara, Qaira Hijab, and

Hanami; and the value market such as Benang Hijau and Poplook, Naelofar Hijab

still maintained as the favorite among buyers. This including other competitor’s hijab

brand among the public figures, and many more ordinary, small and medium-sized

enterprises which were competing fiercely in a nationwide and worldwide.

Hence, Naelofar Hijab relied upon the reputation to sustain the business by its

uniqueness that was designed by a renowned celebrity. It was a departure from a

"modest wear market" to trendy lifestyle brands. One of the products, “Be Lofa

Turban” ranges which were launched in 2018, were sold out in various countries and

suitable for various market segments. The customers fond the Naelofar Hijab brands

were special and trendy, and showed a high taste of its elegance and sophistication.

The value propositions for the customers were high class, lifestyle brands, and

affordable price (value for money). In addition, aggressive and resilient marketing

and advertising made the customers were so excited and motivated to own Naelofar

Hijab’s products. For example, the advertising was resulted from one of the popular

drama series i.e. Surihati Mr. Pilot, as Neelofa said:

9
“This is not the first time Naelofar Hijab has come out with a drama tie-in product.

Last year, we produced the Warda collection which was inspired by the character

that I played in Surihati Mr Pilot.''

“Due to overwhelming response, we decided to do something similar again and

that’s how Helena from ''Red Velvet'' drama came about.”

She took charge of the marketing and advertising side of the business. Her platform

in the entertainment industry gave her the advantage to market her products and

advertise herself as a brand, not just to Malaysians, but to all consumers abroad. She

gained advantages as the first mover. This is because she was the first who

introduced the products in relation to the popular television drama series that

attracted thousands of fans to buy the products.

In December 2017 when Neelofa had been appointed as the independent non-

executive director of AirAsia Group. She brought admirations from many Muslim

women and her fans when a corporate leader Tony Fernandes in his statement

praised Neelofa as "super smart, young and independent." His complimented

Neelofa as a complete package who could provide fresh insights into AirAsia to

transform into a digital airline. Prior to that, in June 2017, she took one step ahead by

collaborating with the AirAsia to design hijab for the female pilots. Consequently,

this movement had built the trust of the airline's tycoon.

10
Among her glaring achievements were achieving tributes to Women Malaysia

Award 2016. Neelofa received the award alongside with other public figures. The

award that was held for the third time was to recognize and honor women who

contributed and gained outstanding achievement in their respective fields. Others

who received the Tribute to Woman Malaysia award such as Vivy Yusof

(FashionValet), and Tiara Jacquelina, both were her partners and her rivals at the

same time in the entertainment and fashion industry.

Forbes 30 under 30 Asia recognized Neelofa, as the entrepreneur at a young age. She

had been categorized under her achievements in retail and e-commerce. Her close

competitor, Vivy Yusof also was awarded her achievements in her dUCk hijabs

which were popular across the globe. Neelofa among the entrepreneur at a young age

who were able to bring the business to the next level dramatically.

Neelofa had a good leadership attitude, she could motivate and encourage her

employees to work hard and achieve company goals. Neelofa implemented effective

communication between headquarter, teams, and stockists. As an effective

communicator, Neelofa utilized many media to communicate to expedite her vision

and mission to the networked. It was very crucial for her to make sure the messages

were delivered as expected. The training and development to all the stockists was

provided on a regular basis. It was important to expose the stockists about the

company, how to manage their own company and how to market their products.

11
“Being passionate with the business that you were in is the most fascinating acting,”

Neelofa the iconic celebrity outlier stated when she became entrepreneur.

Aggressive Marketing

Despite fulfilling the market and becoming an outstanding entrepreneur in the

Beauty and Fashion trending for Muslim, Neelofa was accused with a number of

critiques in the period of 2016. This is because of her aggressive marketing strategies

and the way she behaved. Since her status as a public figure, many people around her

cared about her behaviors and actions that she took. Among the comments, the hijabs

produced by Naelofar Hijab were non-Shariah compliance, hence should be banned

from labelling as a Muslim hijab.

Another crisis occurred, the controversies raised in early 2018 on the company’s own

image - “business without Shariah awareness and sensitivity”. The crisis was -

Neelofa launched turban ranges, “Be Lofa Turban” and hijab ranges, “Be Lofa

Shawl” at Zouk, a nightclub in KL in conjunction with her birthday celebration. The

issue was focused on the way marketing was done, in terms of the team showed

improper dances during the launching. It was totally not the way Muslim people

should behave. Despite the criticisms, Neelofa’s lovers or fans still supported

Naelofar Hijab. This could be seen, as the Lofa ranges hijabs were sold out less than

24 hours after it was launched at the Zouk.

12
Porter’s Five Forces theory could be implemented in the case, given all the issues

and challenges faced by Naelofar Hijab. The company should position itself to gain a

competitive advantage and to gain better profit margins.

Periods of grapevines, coupled with Islam

authority’s critics, Muslim fans and stockists

frustration on what had happened, Neelofa

defended her actions, “I made the decision to

ignore public criticism regarding any issue, what is

important I know what is being done,” (Neelofa,

BH Online, 2018). She further stated that it was

suitable in terms of the theme developed for the

products. In addition to that, she stated that the

costs were low as the event was sponsored at the

nightclub. Nevertheless, she also issued a personal

apology on her Facebook account to all the Muslim

and the Islam authorities.

She assured to take proactive actions next time. She would be more stringent and

careful in the future to ensure her image would not be tarnished with unnecessary

actions. On the business side, public propaganda against the company drove

Neelofa’s business to be well known. Many people became curious and aware of the

brand, Naelofar Hijab.

13
While the company offered its products to be used by Muslims and non-Muslim who

love the hijab particularly the headscarves, turbans, and unique items with Neelofa’s

own brand, the imitation of Lofa Hijab spread in the news by unethical rivals.

Neelofa managed the issue well as she did the due diligence to resolve the matters.

She prevented anyone from jeopardizing the brand name of her products. Naelofar

Hijab product ranges and accessories such as Lofa ranges, Square, Jemina Instant,

Belofa Inner, and Warda Inner remained very popular among consumers nationwide

and all over the world.

Neelofa was an outlier, a successful celebrity turned entrepreneur, had successfully

built a business empire centered particularly around the Naelofar Hijab brand. This

Muslim fashion and trend clothing market to account for more than 14% of the

global fashion market by 2019 (Reuters, 2017). Neelofa had strategic thinking like a

successful entrepreneur apart of her career as the renowned celebrity.

The instant shawls hit online and bazaar markets. Neelofa took reactive actions by

appointing many more stockists, using more internet and media socials to handle the

increasing demand. The use of technology provided many benefits for the company

to enhance the brand, image, extend the market reach, increase sales, improve

communication, increase the speed of data processing, and coordinate the supplies to

meet the demand.

Product and Brand

14
Naelofar Hijab brand would increase the value of a company in the competition. The

brand also would create an identity, communicate the company's purpose, and make

easier for a company to acquire new customers to the business.

Naelofar Hijab known as the up to date brand which was simple and nice, but

elegant. The company frequently launched the latest and limited collections, new

style and variations to existing collections. The company focusing on product

improvements to meet the customers’ demands. In 2017, Naelofar Hijab started to

release the premium and elegant collections to the market.

In 2018, the special collection, Be Lofa- ranges both shawl and turban were offered

in the market. The shawls made from the finest silk chiffon. The turban was

stretchable which made from high-quality elastic fabric. The products were available

in 51 colors. The products were specially designed to meet the demands of the

customers.

Market Segmentation

Naelofar Hijab released many types of hijabs to matches the expectation of

customers in the targeted segments. The focused was on the large markets, the mass

productions, but the company still offered a unique design for the specific niche

customers' requirements. The products penetrated geographical locations nationwide

and internationally with a specific strategy and value propositions. The products

offered to various ages, lifestyle, income, occupation, and education background. In

specific, the company catered large markets of teenagers, young and adults, with the

15
ranges of eighteen (18) to sixty (60) years. The focused was also on the middle-class

range to the upper-class range of household's middle market and modern ladies who

prefer to dress modestly. The market development also to the international audiences

who desired hijab that fit comfortably on them. The company also targeted to the

customers during the occasions and festivals who desire were on the contemporary

lifestyles.

Naelofar Hijab products were almost complete from top to toe for women’s

grooming and appearance. Naelofar Hijab offered an extensive variety of items to the

customers. The product segmentation assisted Naelofar Hijab with understanding an

impact of the buyer purchasing choices. Hence, the company could shape effective

promoting efforts. The fashions were hijab, turban, inners, abaya, casual wear, and

prayer clothes (telekung). Neelofa stressed, "we should be ahead in our way of

thinking,” when she collaborated with AirAsia and successfully sold her products to

AirAsia’s employees through the collaborations strategy.

Other than that, Neelofa successfully marketed Naelofar Hijab collections through

various involvements for example in “Suri Hati Mr. Pilot", made her products i.e.

Lady Warda and Queen Warda as hot selling items. In April 2018, during Mother's

Day, she offered Mother's Day collections, and her emotionally driven tagline was

on the “unbreakable bond between a mother and daughter”. She decided to put the

collection as Beauty Queen because, “Mothers are the most ultimate queen that rules

our hearts” and “Mothers also are the most beautiful persons in the world”, and

16
Pretty Lady as for daughters because “Daughters can be the prettiest when she shows

absolute unconditional love to their mothers”.

The collection featured two instant hijabs with contrasting

awnings and curved edges, straight forwarded designs that

would fit fabulously in any busy mother's wardrobe. The

awning sat just above the hairline, designed in a way so it

stayed soft and supple, framed the face perfectly to make

it appeared longer and slimmer.

Hijabs – Core Products

The hijab collections from Naelofar had increasingly attracted the customers to buy

from urban, suburban and rural areas. The brand that used special names from her

family's name and flowers alike had their own class and admiration from the public.

All they knew basically were “Neelofa or Lofa brands”. What she wore made most

people wanted to imitate.

Most of the designs were instant shawls, however, non-instant shawls ranges kept

increasing in production as the demands from the customers kept changing and

increasing. As the hijab was suitable to all ages, from teenagers to grown-ups or

mature women, it was a reasonably quick turnaround for the latest collections to be

introduced to the market. Hence, Naelofar Hijab kept on introducing the new

17
collection almost every month, which was premium and more elegant limited pieces,

and emphasis on the innovation (Daragahi, 2017).

Naelofar Hijab used good quality material, fabric, and packaging. The variety in the

market was attractive with rare colors and materials, which were up to date. Naelofar

Hijab was not out of the trend or overpriced with the quality of the products offer to

the market. Hence the best quality and workmanship would ensure customer

satisfaction.

The price was reasonable at the quality offered Nealofar Hijab. It had wider product

ranges which targeted to the different segments. Naelofar Hijab also provided good

offers and promotion, particularly for the older collections or designs cycle. To

attract customers, the online sales had included free shipping for customers who

made purchases exceeding RM250 in a single receipt.

Neelofa herself promoted the scarves proudly and consistently particularly in the

broadcasting programmes, television shows, Instagram, functions, and formal

occasions. The publicities were done formally and informally brought the crowds’

attention to wear the same hijab and design that she wore on various engagements.

The packaging looked stylish and elegant. The hijabs came with attractive

packaging, as precious gifts for the loved ones, reflected the precious items to deliver

to someone special. The materials for packaging were of high quality. The design

was creative and looked expensive, with plain and flora design, and with matte or

18
striking colors. The customers were excited to get the packaging with Naelofar Hijab

logo and Neelofa's signature.

Naelofar Hijab examined the features of the product it may be able to get the new

idea of the product distribution process and logistics system. By expanding the

logistics chain relationship also helped employees better-served customers. It also

could be translated into more efficient ordering and problem-solving processes in

delivering Naelofar Hijab products. The company implemented a customer

relationship approach that encouraged employees to work closely with customers.

Hence, the company could understand and address their current needs and

anticipated its future requirements. Naelofar Hijab utilized direct sales force works

with local resellers and stockists. The team assisted the company to gain increasing

market shares for the mid-market segments, of sell-out rate of 84% (Omnilytics

Online, 18 Feb. 2019).

The business saw the importance aspects in the digitalization world, in terms of e-

commerce and the internet of things (IoT), and digital marketing. The company

could gain more competitive advantages in distributing and transporting of Naelofar

Hijab products to end customers with the technology usage. Social media was a

modern technology that able to create demand for products with faster processing,

and reduce the costs, time and improve the quality of products. Naelofar Hijab

manipulated the advancement of social media in the process to a faster processor.

Hence, Naelofar Hijab slightly expanded the concept of technology development for

the process from product shipment to sales of mass-produced products.

19
Revitalizing Involvements and Collaborations

Neelofa reputation as Malaysia's leading businesswomen inspired many more

women to be more independent in businesses and networking. The chronology of

major important involvements and collaborations as listed in Table 1 below:

Table 1:Neelofa’s Involvement

Year Business Area/ Brand

2011 Nokia, Silky Girl, Fair & Lovely, F&N
2012 Avon, King Koll, U2 watch, FashionValet, Suzuki Swift,
MeleTop
2013 Line
2014 Airish Miracle
2015 Lancome La Nuit Tresor, Heaven & Earth, PLUS Apps
2016 Neelofa Perfume, Swarovski Jewelry, Bank Rakyat
2017 Titan Jewelry, Oppo r6, TN50, Putra Holding, Lancome
Cosmetics, Yes4G, Awesome Mama, Chew n Glow
2018 Young & Glow
2019 Gucci China

Besides her popularity and collaborations in business, MeleTop was one of the bright

platforms and promised her sustainability in the areas she involved. Neelofa hosted

MeleTop program since 2012, with her partner, Nabil Ahmad. Both of them were

chosen based on their popularity, activity, and influence in using social media. The

contracts were annual and renewable at the end of each year. The shawls wore by

Neelofa were from her own Naelofar Hijab, which was based on the color or style of

her clothes and became one of the platforms for marketing. Meletop was an

entertainment program broadcast live on Astro Ria & Astro On the Go every

20
Tuesday, 9 pm, which broadcast for an hour. The programme introduced since

October 30th, 2012, and was now in the 6th season. It compacted with all the trendy

sensations, covered the local and international stories, with invited celebrities and

guests. The programme highlighted the sensational issues and topics that were

trending among all groups of viewers. It had been divided into three segments

namely “Gossip Meletop, Carta Meletop, and Film Meletop”. In addition, there were

some episodes that showed up regularly in certain weeks such as “Birthday Meletop,

Arena Meletop, and Lokasi Meletop”. It was also hosted the awards program along

with the Era FM radio known as the Anugerah Meletop Era (AME) which competed

in eighteen (18) categories and was held every year.

Neelofa – Outlier

Looking at her on stage and when she attended the press, she looked so confident

and knew where she was leading to, and was a first mover in the business. She

exuded her confidence in her main career as the public figure as well as the

businesswoman. She was the “first mover” for her own products to ensure the

business boom, such as promoted her own scarves in Warda, in “Suri Hati Mr. Pilot”

television drama series 2016 that gained profits of more than RM50 million,

“Meletop" with her own fashion and she led the business launching at Zouk, and she

became the first mover for the Europe Muslim fashion.

She showed how she loved her current involvements in multiple areas. She looked

energetic, and self-actualization in what she was doing, and made betterment in the

21
areas that she was good at and explored new ideas and new business with passion.

“She seems like work around the clock and never stop,” said Isey, one of her top

stockists. With her passion, she could manage well her employees, stockists,

partners, and her fans to ensure the achievement of desirable outcomes, the business

soar – as the end game!

Neelofa was a person with a clear direction of what she wanted to achieve. She

would go steadily to meet her target with proper plans ahead and long-term

perspectives. She set the parameter and followed the path. Hence, it was observed

that the products and services were superb, not outdated, obsolete, out trend and

underserved.

The incredible sense of self-belief made her a remarkable icon. She could manage

the obstacles around her, worked smartly and turned those to become the

opportunities for the company’s competitive advantages. She had her own way to

succeed, to survive and to sustain. She managed the head-hunters for her own career

development to flourish in her business and to made known to the world.

She was different, she had her own niche particularly in her products – the

uniqueness and the brand itself, business networking and ventures, and

advertisements. She found the other way to accelerate the business and celebrity

show as well. She could manage her partners in her own way of attractions, like how

when she was acting, and how she manages her fans and how her fans adore her.

22
The Upper Echelons Theory on leadership stated that, “Make company after its own

image –executives’ characteristics” (Hambrick & Mason, 1984) best to describe

Neelofa.

Conclusion

She was steady shows on “how not to stop acting” in the millennial of a digitalized

business battlefield! The celebrity outlier, iconic turned entrepreneur! Hence, what

were the main issues in NH and Naelofar Hijab that need to be addressed? What was

the nature of the Naelofar Hijab’s supply chain management structure? Naelofar

Hijab had the founder with the main characteristics, hence why Neelofa was the

outlier? Apply the Upper Echelons Theory in your discussions. How could NH be

better in the businesses? One of many tools, the Porter’s Five Forces analysis could

be used to explain the competitive position of Naelofar Hijab.

References

Andronie, M. (2017). “E-commerce in the era of IoT.” Procedia of Economics and

Business Administration. doi:10.26458/v4.i1.3.

Ardjouman, D. (2014). “Factors Influencing Small and Medium Enterprises (SMEs)

in Adoption and Use of Technology in Cote d’Ivoire.” International Journal of

Business and Management, 179-190.

Brun, I. ,. (2014). “E-relationship marketing: a cognitive mapping introspection”.

European Journal of Marketing, 48. doi:/doi/full/10.1108/IJBM-02-2013-0022.

23
Chan, H. (2015). “Internet of Things Business Models”. Journal of Service Science

and Management, 8, 552-568. doi: 10.4236/jssm.2015.84056.

Daragahi, G. A. (2017). “The Impact of Innovation on Customer.” Retrieved from

Professional Papers: http://scindeks-clanci.ceon.rs/data/pdf/2217-9739/2017/2217-

97391702121D.pdf

Fang, X, and Zhou, Y. "Internet-Future Business Development Focus," American

Journal of Industrial and Business Management, Vol. 2 No. 3, 2012, pp. 85-88.

doi: 10.4236/ajibm.2012.23011.

Hambrick, D.C., & Mason, P.A. “Upper Echelons: The Organization as a

Reflection of Its Top Managers”. The Academy of Management Review, Vol. 9,

No. 2, pp. 193-206. URL: https://www.jstor.org/stable/258434.

Khan. M.W.J, & Khalique. M. 2014. “An Overview of Small and Medium

Enterprises in Malaysia and Pakistan: Past, Present and Future Scenario”. Business

and Management Horizons.

Lazar, M. (2017, February 28). “What Small Businesses Need to Know About the

Internet of Things (IoT)”. Retrieved from

https://www.insight.com/en_US/learn/content/2017/02282017-what-small-

businesses-need-to-know-about-the-internet-of-things-iot.html, Last access/date of

visit (18-03-2017).

Naelofar Hijab (2018), Retrieved from https://naelofarhijab.com/, Last access/date of

visit (11-03-2018).

Neelofa (2018), Retrieved from https://en.wikipedia.org/wiki/Neelofa, Last

access/date of visit (18-03-2018).

24
Rahayu, R., & Day, J. (2016). “E-commerce adoption by SMEs in developing

countries: evidence from Indonesia”. Eurasian Bus Rev, 25-41.

https://tradingeconomics.com/malaysia/consumer-spending

https://omnilytics.co/industry-report/hijab-brands-in-malaysia

https://www.thestar.com.my/news/nation/2017/12/08/neelofa-airasia-non-executive-

director/

https://www.nst.com.my/lifestyle/flair/2017/12/313915/headgear-empire

25