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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.

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.

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 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.

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 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.

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 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 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:

“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.

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.

“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.

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.

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

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 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 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 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 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.

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 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 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.

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.

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