1) ABSTRACT

The purpose of this study was to study the company's leadership attitude towards Naelofar
Hijab and FashionValet. This study is to examine the background of their company and the
leadership attitude of Neelofa and Vivy Yusof used to manage their company.

This study also examines the background of the two companies namely Naelofar
Hijab and FashionValet. It also examines how their owners use their leadership attitude to
grow their company.
Leadership means setting a new direction or vision for the group they belong to. The
types of leadership these two leaders use are transformational leadership. Generally
tranformational leadership is when a leader engages with another person or their employee so
that his or her followers make it a motivation for them.

For the theory that Neelofa and Vivy Yusof practiced were traits theory and great man
theory. Traits theory is nature assumes that a person inherits certain qualities and
characteristics that make them more fit for leadership. And great man theory implies that a
leader is born with the necessary internal characteristics such as charisma, confidence,
intelligence, and social skills that make them a natural born leader.

For example, a leader is the spearhead for a new direction. Managing or directing
people is a resource within a group by following established principles or values. The
information available to do this research is via the internet.

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2) INTRODUCTION

2.1 NOOR NEELOFA

2.1.1 FAMILY BACKGROUND

Her father Mohd Noor divorced her mother Datin Noor Kartini Noor Mohamed. Her
mother later married Dato 'Abdul Halim Khan Lall Khan who is her current stepfather. She
has 10 siblings including himself, 4 of whom are siblings, and 4 siblings. She was the third of
9 siblings. Her biological father, but her mother's bloody ethnic Malay and Peranakan Arab
Pakistan. Originally, her name was derived from the name "Niloufar" which meant lotus
flowers and more friendly lofts were called by her family members.

2.1.2 HER HEROES OR MODEL

She made Datuk Siti Nurhaliza her idol. Ther is due to the attitude of Datuk Siti who
is always humble and not very pointed. The next thing Neelofa was impressed with was
Datuk Siti's way of keeping her personality involved in dealing with the controversy and
gossip of the entertainment world. The next reason is that Neelofa sees how her idol works
hard at building her name as an artist and businessman. The last is Neelofa seeing Datuk Siti
through many challenges and expectations throughout her art career but no one can break her
spirit to continue to fight and continue to give her fans the best.

2.1.3 EDUCATION BACKGROUND

She is a wise and beautiful woman. The most common example is brain beauty. How
can it be proven that Neelofa was no ordinary woman when she was in the UPSR, she had 5A
results. She then went on to study at the MARA College of Art (MRSM) in Langkawi, and
has also achieved outstanding results in PMR and SPM. In fact, in PMR, She got 8A and in
SPM, she got 10A. She studied at Sunway University College (now Sunway University)

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located in Sunway City, Selangor and holds a Bachelor's degree in International Trade &
Marketing.

2.1.4 PROFESSIONAL CARRIER

In addition to the well-known Neelofa in the world of acting and casting, Neelofa is
also a celebrity with a successful business empire. Ther is because her business has earned
sales of up to RM50 million when her veil brand is a popular choice. Her business grew as he
expanded the Naelofar Hijab brand to other countries. Because of ther he decided to focus
more on the business world and reduce the activity of the acting industry. In addition to doing
business, she is a host for the MELETOP program in Astro Ria. She teamed up with
Malaysian comedian Nabil Ahmad on the show. In addition to the MELETOP program,
Neelofa was also a television presenter for the NONA program. Ther proves that she is still
involved in the activities of the host.

2.1.5 APPEARANCE AND PERSONAL CHARACTERISTICS

Neelofa lifestyle is that he is friendly and easygoing. She proved that he was a
friendly person when he became a regular advocate for the MELETOP program. In addition,
she is an avid and passionate woman in the fashion world and has attended fashion shows
overseas. For her, dressing up was not an obstacle for her to socialize in the fashion world.
Her bravery in the fashion show has shown that she loves it. Although she received negative
comments, she decided to ignore them. In the interview, he was asked how he had time for
himself? She replied that the time for himself was at night. Her nights will be accompanied
by a cup of tea and a good book, and occasionally watch on Netflix. And then he said he
would get up early in the morning to do some exercises like yoga. Then she'll get ready to go
do the work. In addition, she has included some of her routines, such as getting used to
reading the newspapers in the morning so that she will aware of current issues.

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 2.2 VIVY YUSOF

2.2.1 FAMILY BACKGROUND

She married Dato 'Fadzarudin Shah bin Anuar and had 3 children. Her father was
Yusof Jusoh and her mother was Aishah Jelani. Datin Vivy has 3 children, Daniel Azim
Shah, Mariam Iman Shah and Sarah Ilham Shah.

2.2.2 HER HEROES OR MODEL

Datin Vivy once helped her father manage her father's company after returning from
overseas. Because of her interest in fashion, she continued to pursue her dream by opening
FashionValet. Datin Vivy says she made her father an example and role model in the business
world.

2.2.3 EDUCATION BACKGROUND

Her early education was in a private Islamic kindergarten. Then got a 5A in UPSR in
public primary school. Then she is a graduate of SMK Sri Cempaka and she has obtained 8A
in PMR and 10A in SPM. She graduated from the London School Economics and Political
Science

2.2.4 PROFESSIONAL CARRIER

Her career began when she was the Chief Operating Officer at FashionValet, a
fashion e-commerce company founded with her husband, Dato 'Fadzarudin Shah Anuar. Now
the company operates with offices and warehouses in Malaysia, Singapore and Jakarta, as
well as shipping containers for shipment to customers worldwide.

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 Subsequently, Datin Vivy launched DUCk which is a veil brand. The purpose is to
convey the message that wearing a veil should be something that is welcomed by women,
whether Muslim or non-Muslim.

From what he can see, she is a successful entrepreneur and her privileges in managing
her company have made it her career.

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3) LEADERSHIP STYLES OF LEADER:

3.1 NEELOFA

3.1.1 BACKGROUND OF THE COMPANY

The Naelofar Hijab business started operating in 2014 with only a small online
business. Their main store is in Kuala Lumpur. They operate from 10am to 7pm. The main
product of Naelofar hijab is to sell hijab-type merchandise in either a scarf or a scarf. At that
time, there were more than 100 stockists in Malaysia, Brunei and Singapore. Since 2014,
Neelofa has founded and led NH Prima Sdn Bhd as a director in the organization. Starting in
2015, its lid brands are being marketed to Asian countries such as London, Australia, the
Netherlands, and the United States. In addition, her scarf brand has also dominated the scarf
market on the Internet.

3.1.2 NATURE OF BUSINESS

It is clear that this company sells a wide variety of fashionable scarves. The company
has held several Neelofa brands such as LF Lens, Bellavita and even Naelofar Abaya. The
quality used to produce the fabric has distinguished his brand from that of other brands.
Among the types of scarves she offers are scarves, hijabs, instant hijabs and even accessories.
The uniqueness of the colors and the patterns has given rise to the brand's distinctive
personality.

3.1.3 INDIVIDUAL PROFILE/CHARACTERISTICS

Noor Neelofa bt. Mohd Noor or better known as neelofa. The girl has given birth to a
name and is now an actress, model, host, writer, product spokesperson and businesswoman.
She was born on February 10, 1989 (30) with 4 Reefs 1409 Hijarah in Pasir Mas, Kelantan.
She was a smart and good girl. Moreover, her courageous attitude made him not afraid to try
new things. Because of that attitude, he dared to make a difference to her lid brand in terms of
color tone, pattern and style. She is also a fashion lover and considers wearing a hijab not a
barrier for her to venture into fashion.

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 3.2 VIVY YUSOF

3.2.1 BACKGROUND OF THE COMPANY

FashionValet is founded in 2019 and their headquaters are in Bangsar, Federal

Territory of Kuala Lumpur, Malaysia. Their company status is private, independent. For
industry sector, FashionValet is company of apparel retail and retail distributors.

3.1.2 NATURE OF BUSINESS

FashionValet is Southeast Asia's leading online destination for every Asian brand
selling clothing, footwear, and fashion accessories. FashionValet also offers a wide variety of
clothing for women, men and children, from casual and contemporary clothing, accessories,
footwear, and swimwear. They also offer fast delivery to consumers. Having established
offices in Malaysia and Singapore, FashionValet is proud to bring brands and designers from
home across Southeast Asia, as a leading platform for designers coming from these countries.

3.1.3 INDIVIDUAL PROFILE/CHARACTERISTICS

Vivy Sofinas binti Yusof or better known as Vivy Yusof is a native of Selangor. She
was born on December 11, 1987 in Kajang, Selangor Malaysia. Vivy Yusof's career is
entrepreneur, television personality, co-founder of FashionValet and The DuCk Group. Vivy
Yusof is not only famous for being the woman behind FashionValet, she is also famous for
her blogs and instagram. She has a great sense of humor and a charming personality,
someone who reads her blog will never get bored with her blog. In addition, she is also
passionate about fashion and realizing her dream by opening FashionValet.

4) WHAT MAKES THAT PERSON BECOMES SUCCESSFUL LEADER:

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 VS

4.1.1 TYPES OF LEADERSHIP

 Transformational leadership

Transformational leadership is a style of leadership that can inspire positive change in

those who follow either followers or employees. Transformational leaders are generally seen
as energetic, passionate, and passionate. Not only are these leaders concerned and involved in
the process but they are also focused on helping every member of the group succeed as well.
Neeelofa has a leadership attitude when he always inspires others. She proves that she
always gives words of encouragement to either her followers or her employees. For his
employees, they say that Neelofa always shares information or tips while working. She does
this to raise the morale of the workers so that they can focus more on promoting their
company. This is because, she thinks employees are important because they are the ones who
drive all the activities in the organization.
Vivy Yusof also has this leadership trait. This is evident when she always puts her
employees' interests first. In addition, she also shared tips on how to manage her employees
and how to succeed. In addition, she also advises them to look for creativity to discover the
uniqueness of each new product they are releasing. This is because, each new idea of each
employee will generate different types of strategies whether in production or marketing
operations.

4.1.2 LEADERSHIP THEORIES

 Traits Theories
The theory of nature assumes that a person inherits certain qualities and
characteristics that make them more fit for leadership. Trait theory is to identify the
specific traits or characteristics of behaviors shared by leaders. For example, traits
such as extroversion, self-confidence, and courage are some of the characteristics that
have the potential to be associated with great leaders.

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 Neelofa was a leader who never let workers and stockists do their work
without his instructions. She demonstrates a shared attitude in terms of tips,
knowledge or experience. For example, she wanted to provide experience and
knowledge by organizing mini-road trips by visiting stockist boutiques around the
country. This was one of her initiatives as chairman to strengthen the relationship
between the management team and stockists so that each issue can be resolved in a
team-based manner using existing experience. She also helps her employees achieve
their common goals. Thus, her efforts create a harmonious environment in which
employees feel comfortable and secure.
Vivy Yusof had trait theories when he showed teamwork while working. he
encouraged his employees to have that spirit in order to create a friendly work
environment. The strategy is to help their employees come up with creative ideas for
future products. This is because she also thinks that ideas from employees are also an
important aspect as they are not only unique to the product but also help Datin Vivy in
expressing creative ideas. It is clear that she is always open-minded and that this
attitude has given rise to his own confidence among his employees. She is also
actively involved in teamwork when she works with his employees as well as with
other local brand owners.

 “Great Man” Theories

This theory states that some people are born with desirable traits and
distinguish them from others. And this attitude also plays a role in their position and
power. This theory shows that powerful people have the right to be there because of
their special wealth. On the contrary, this theory also implies that a leader is born with
the necessary internal characteristics such as charisma, confidence, intelligence, and
social skills that make them a natural born leader.

Neelofa demonstrates this professional attitude with her mastery of running

her company. For example, articulating a vision for a new product line will give the
company a profit. Therefore, Neelofa assisted her partner in deciding to change and
customize the design of his scarf. When she realized the trend of Islamic fashion was
becoming more and more popular around the world, she used her cleverness by taking

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 the opportunity to build a simple empire to wear for fast hijab collection. Her courage
has made her company known to people both domestically and abroad.

For Vivy Yusof, he is also charismatic and wise in managing his company.
Her wisdom has made FashionValet more and more aware of the products offered
through FashionValet. She is seen as charismatic when she himself analyzes for all
internal and external factors that can make her a strength and weakness. In addition,
she also identified opportunities and threats that could affect his company. Her
intelligence in performing this analysis on his own, it can be presented as audits can
lead to the evaluation of new strategies and also select the best strategies her
organization can implement.

4.1.3 RELATIONSHIP WITH FOLLOWERS

 Neelofa
Neelofa is a very friendly person. This is evident when he considers his employees as
friends. In her opinion, the harmonious relationship between workers and employers
creates a happy working environment. This can prevent employees from being under
pressure to continue their activities in the company. In addition, she also regularly
shares tips with her employees on how to succeed. This can motivate every employee
so they can come up with some new ideas. Nor is she stingy in giving her employees
knowledge. In addition, the way she keeps her relationships with her employees is by
taking them on mini trips to interesting places to find experiences and spend time
together.
 Vivy Yusof
Vivy Yusof is also the chief who keeps his relationship with his employees. he always
gives his employees words of encouragement so that they are not pressured to do the
work. This is because, he believes, emotions are also one of the factors that can
influence his employees' performance. In addition to encouraging words, he also
always helps his employees solve problems if they are unable to complete the
assigned tasks. His always helpful attitude is one of the ways he keeps his
relationships with his employees.

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