FACULTY OF INFORMATION MANAGEMENT

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DIPLOMA OF INFROMATION MANAGEMENT (IM110)
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ENT 300 :
FUNDAMENTALS OF ENTREPRENEURSHIP

INDIVIDUALS ASSIGNMENT: CASE STUDY

TITLE: (FASHIONVALET SDN.BHD.)

PREPARED BY :
NIK NOOR AISYAH BINTI MOHAMED DAUD
(2019492846)

PREPARED FOR:
DR. AN NUR NABILA ISMAIL

CLASS :
DIM110/5D

SUBMISSION DATE:
18 NOVEMBER 2021
 TABLE OF CONTENT

NO CONTENT PAGES

1. Acknowledgement i

1.0 Executive Summary 1

2.0 Introduction: Entrepreneur and Business

2.1 Entrepreneur 2-3
2.2 Business

3.0 Personal Entrepreneurial Competencies 4-5

4.0 Swot Analysis 6-8

5.0 Appendix 9

6.0 References 10
 ACKNOWLEDGEMENT

In carrying out this assignment successfully, many people have best owned upon me
their blessings and the heart pledged support, this time I take this opportunity to thank
everyone who is concerned with this individual assignment.

First of all, I would like to thank Allah that I were able to complete this individual
assignment successfully. Then, I would like to say a million thanks to my subject lecturer, Dr.
An Nur Nabila Ismail for giving me the right instructions and proper guidance to complete
this assignment. She also gave me a moral support and guided me in various matters
regarding this assignment.

I would also like to thank to all my friends who were willing to help and share their
information. They also gave me a lot of moral support and wisdom to go through this
assignment in the midst of this pandemic.

Lastly, I would also like to thank to everyone who supported me, as I have completed my
individual assignment effectively and on time. They gave me a lot of comments that helped
me in completing this assignment. Hopefully all the efforts that I put in can brings a lot of
benefits to me and this assignment

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1.0 EXECUTIVE SUMMARY

Company’s name: Fashionvalet Sdn.Bhd one of the companies in Malaysia and also in global
top. Fashionvalet is a symbol of this balance, in partnership namely F for Fadza and V for
Vivy.

Founder: Fashionvalet is fully managed by Vivy Sofinas Yusof and also with her spouse which
is Fadzaruddin Shah Anuar.

Product offer: Fashionvalet is going to the destination for the modest fashion industry. The
marketed product of Fashion Valet is clothing, scarves, shoes, accessories, beauty, bags,
essentials, traditional wears and more.

Industry: Modest fashion industry.

Duration in the industry: Fashionvalet was established in November 2010. FV has built its
brand over 10 years being a platform to many modest fashion brands as well as developing
their own line-up of house brands.

Company product benefits: FashionValet has determined the fabrics that will be used to
display on clothes while Zalora did not. As simple as that, Vivy has excellent PR skills as well
translated to his business. Valet Fashion workers are paid a salary. They have a unique way
that FashionValet packages their merchandise relationships with the customers they make a
more intimate shopping experience.

Motto: ‘Make a meaningful fashion statement’

Entrepreneurial characteristics: Stylish, high self-confidence, Concern to the high

quality for her customer and many more.

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2.0 INTRODUCTION : ENTREPRENEUR AND BUSINESS

2.1 Background of Vivy Yusof

Vivy Yusof

Vivy Sofinas Yusof that we know her as Vivy Yusof is among those Malaysian
entrepreneurs that managed to realize success in such a young age. At the identical time, she
is additionally a model, blogger, fashion icon, a mother to some and a vital person in Malaysian
online business world. Vivy who was born in Kajang, Selangor is currently 32 years old and is
that the co-founder of Fashion Valet which is one all told the favoured online sites in Asia.

She runs Fashion Valet together with her spouse that's Fadzaruddin Anuar who holds
the title as Chief officer position within the corporate. She blogger at her own blog which is
Proudduck.com. Vivy are writing her blog there for over seven years starting from her college
days in London School of Economics. She blogs about everything on them especially about
her love live, career, family and now she is being a motherhood. Being a working mum, Vivy
Yusof knows the simplest way to balance her time between family and her team at Fashion
Valet. When she is reception, she's visiting specialize in her children while when she is at
work, she's visiting target her team and also to her work. She did not bring her work task
reception because when she was reception it's mean family time. Vivy doesn't have a
background in business nor within the planet of fashion.

Instead, she was a law graduate from London School of Economics, while her husband
studied within the aerospace engineering courses. However, being a lady and taking her living
experience in England where she likes to buy brands like Topshop and Zara during her stay
there, she got fascinated by the fashion field. because of this, she was interested to start her
own fashion related business escalating, thus FashionValet was born in 2010 and now she’s
the chief creative officer in the Fashion Valet.

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2.2 BUSINESS

FashionValet

FashionValet is an ideal destination for the medium industry. Next, FashionValet was
founded in November 2010, FashionValet has also organized the selection of the most
effective fashion brands under one common roof. Next, be able to bring them closer to all
customers anywhere as well as around the world. With a large social media following,
FashionValet has built its brand for 10 years as a platform to many modest fashion brands as
well as as developing their own home brand lines.

FashionValet is run by Vivy Yusof and her husband Fadza and they have started their
business with RM100,000 and was launched in November 2010 with only 10 local brands
participating initially.Yet now Vivy and her partner have over 30 employees and keep more
than 400 brands out of them all across geographical areas. FashionValet is not only focused
on the Malaysian market only, but also in Indonesia, Brunei, Australia and also the United
Kingdom. FashionValet has created one exploration in the concept of fashion they need to
give something special as well the most effective service to each of their customers.

FashionValet offers a decent range of fashion apparel and accessories form the local
artwork designer yet as designers outside of Malaysia like Minz, Gallo by Thian, PU3, Sereni
& Shentel, Mimpikita, Dusk till Dawn and much of more. Fashion clothes in FashionValet has
been selling on the starting price from RM170 and above. Vivy recognized that the worth of
products sold in FashionValet is variety of expensive but they hold to the principle of providing
quality products to customers. FashionValet features a special team responsible of the quality
for all of the products that has been sold in FashionValet.

Moreover, as a career woman, Vivy has managed to grow her business more than
just sells clothing, to own its own brand of hijab, namely the dUCk hijab. besides, she has also
ventured into the field of stationery sales. She is the stationery because dUCk stationery that
offers planners in a wide variety of designs that are perfect for its customers are mostly
women. Along with the sale of clothing, both dUCk lids and dUCk stationery always get
incredible support from customers and are often sold out as soon as the product is launched.

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3.0 PERSONAL ENTREPRENEURIAL COMPETENCIES
According to McClleland and McBer (1985), the term of Personal Entrepreneurial
Competencies (PECs) is a key characteristic that a successful entrepreneur must have in
order to achieve their goals.

3.1 Initiatives
Initiatives can be defined as the ability of the entrepreneur to take action that go beyond
the job requirements and took action to anything that can be used to expand the business and
it is also can be act faster.

Vivy Yusof and her husband, Fadza Anuar offers a wide selection of ready-to-wear
clothing. For example, the Muslimah garments to underwear and swimwear. They also offer
instant delivery, and the best in-class user experience for users not only in Malaysia but
including worldwide. They also extend their business into new areas which is they have a
physical store in Malaysia (Bangsar, Mont Kiara and Putrajaya), Brunei and Singapore. It
serves customers in more than 15 countries, including regions, United States, United Kingdom
and Australia.

3.2 Sees and Act on Opportunities.

Sees and act on opportunities means an entrepreneur always look for initiative and act
on any opportunities he gets. In other words, the entrepreneur will use this opportunity to run
a business.

After both of the co-founder finish their study which is Vivy Yusof graduated from
London School of Economic, United Kingdom and her husband, Fadza Anuar from Imperial
College, London. They both start their business right after they finish their studies upon
realizing bigger opportunities lies there. After their kick-started with RM100,000 and launching
in November 2010. They expend their business to obtain more financing, equipment, land,
workspace and workers.

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3.3 Systematic Planning

Systematic planning referring to an entrepreneur’s act of their plans to reach goals or

overcome expected and non-expected circumstance. It can also be translated as a scientific
ideas and strategies for the initial approach for their future use.

After their major challenger in Malaysia in the form on Zalora E-Store which is operates
in 10th Southeast Asian Nations. Their shoppers spent a total of US$70.1 million in the first
quarters of 2014. Vivy Yusof used her strategies to extend the business online through social
media such as Instagram and Facebook. This will help to increase their visitors and may
increase their sales because of many people know about it.

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 4.0 SWOT ANALYSIS

STRENGTH WEAKNESS

-Vendors selected to be part of the store. -We Have Only Few Stores Around
-Software and telecommunication network use by Malaysia
this company. - Gossips Involving Our Leader Will
-Founder itself Damage The Reputation of The Brand
- Price Of the Products.
-Delivery Issue of The Product.

OPPORTUNITY THREAT

- Collaborate with fashion designer. - Easily accessible products substitute

-Great customer relationship
- Various collaboration with big brand
- Public transport built near boutique
- Business growth using social media as a
Platform to promote
of the product offer by organizations.
- Competitive market in same field such
Zalora
- Cybersecurity Issues which makes
some customer does not trust online
purchase
- Wide case of copying the design
- People prefer copy-ori or high grade
item than original one

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STRENGTH

The strength of FashionValet is the vendors selected to be an element of the shop.

The vendors selected are the established brand in Malaysia and also among of ASEAN. The
samples of vendors in Fashion Valet are Rizman Ruzaini, Calacaraand, Mimpikita. Besides,
there are some brands that have collaborations with the celebrity like Fazura and Yuna. These
things are visiting he encourage the consumers to shop for at Fashion Valet as they need to
buy for the merchandise that has been endorsed by the celebrity. Vivy always meet with the
designers, and also the vendors to require care of the product’s reputation.

The second strength of FashionValet industries is the software and telecommunication

network utilized by this company. A software utilized by FashionValet are like Linux and Mac
OS X. the advantage of using Linux is that this application does not really litter with the viruses,
spyware etc. So, it'll not hamper the online site of FashionValet. Mac OS X is the nice
regarding security and reliability. Besides, FashionValet is using configuration and ring
topology. The strength of using topology is easy to connect using point-to-point connection.

The third parties which are FashionValet, Pos Laju and also the purchasers will easily
access the net site. The third strength of FashionValet is the founder itself. Founding father of
FashionValet which are Fadza Anuar and Vivy Yusof has being an idea to others and
themselves. The journey of these two idols to start the e-commerce business in Malaysia are
attract more people to understand about them and their products. Vivy Yusof have won a
Young Entrepreneur Award from The Majesty Raja Permaisuri Agong Tuanku Hajah Haminah
recently. Fadza Anuar and Vivy Yusof are the only become the icon of fashion, but also icon
of successful young entrepreneur in Malaysia.

WEAKNESS

Weaknesses of Fashion Valet is from the price of the products that have been shown.
Most of the products that are sold in Fashion Valet website is extremely expensive to some
people those that cannot afford to buy the product and it can cause fewer customers from the
middle income and lower income feels uncomfortable. Although the target market of Fashion
Valet is in early of the 20s to early 40s in the geographical region, the company must take a
few steps to broaden the target market. From that broad target market, it will increase the
sales and make the company’s position rising high.

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 The second weakness of Fashion Valet is on the delivery issue of the products. The
delay of the delivery happened because of the mistaken and a few problems on the number
tracking. The new buyers won't trust the merchandise if they received late their order. This
thing can make buyers choose other brands or product. Besides, there is a problem of
mistaken address. This problem will cause more on delivery costing.

OPPORTUNITIES

One of the opportunities for Fashion Valet is to collaborate with fashion designers. The
collaboration will increase the promotion of the company by hosting an event and campaign
to the consumers. The event and campaign are just not for the festive season, but it can be
done for any occasion, for example, campaign to raise fund for single mothers.

Other opportunities in Fashion Valet are great of the customer relationship. We can
see a lot of positive feedback from the customer which Fashion Valet is “friendly”. The fact
that Vivy is the face of Fashion Valet and she is very active on social media. Sometimes people
will leave their comments with their order IDs for her to check on whatever issues they might
have. She will check personally and reply to them, so they know that Fashion Valet is
approachable and will cater to whatever queries they might have. Fashion Valet also does it
in a friend-to-friend manner and not the corporate template of answers.

THREATS

The threat that has in Fashion Valet is easily accessible product that are substitutes of
the products offered by the organization. These substitutes could be cheaper alternatives to
the premium quality offered by dUCK or more well-known brands such as Guess or Versace
which also specialize in accessories of Fashion Valet. Based on this organization which is a
new company in the industry such as dUCK, their ability to sustain internal capabilities is a
threat.

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5.0 APPENDIX

Fashion Valet Boutique

FashionValet second store in Pavillion Kuala Lumpur

Vivy Yusof

Vivy Yusof & Staff

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6.0 REFERENCES

Fashion Valet Case Study Swot. (n.d.). Retrieved November 20, 2020, from
https://www.ipl.org/essay/Fashion-Valet-Case-Study-Swot-PCZB7AY3UG

FV V Zalora - Marketing analysis - UiTM. (n.d.). Retrieved November 20, 2020, Retrieved
from https://www.studocu.com/my/document/ universiti-teknologi-mara/introduction-
to-international-business/other/fv-v-zalora-marketing-analysis/6602253/view

Ihsan, S. (2019, February 13). The company that FV built: New Straits Times. Retrieved
November 30, 2020, from
https://www.nst.com.my/lifestyle/flair/2019/02/459820/company-fv-built

The second strength of Fashion Valet is the vendors selected to be part of the: Course Hero.
(2016, December 22). Retrieved November 30, 2020, Retrieved from
https://www.coursehero.com/file/p3plrur/The-second-strength-of-Fashion-Valet-is-
the-vendors-selected-to-be-part-of-the/

Website, A., & Magazine, A. (2020, August 27). Remodelling Asian Fashion- Vivy Sofinas
Yusof. Retrieved November 30, 2020, Retrieved from
https://www.amazonswatchmagazine.com/amazonpreneur/remodelling-asian-
fashion-vivy-sofinas-yusof/

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