INTRODUCTION

In this assignment, the company that I have chosen is FashionValet. This assignment
consists of company’s background, vision and mission of the company. The company’s
background is necessary to be understood and well researched in order to get the whole idea
about the company. Moreover, the assignment also explains about the marketing environment
of the company which are microenvironment and macroenvironment that impacts the
company’s performance and marketing strategies, and how the company respond to the
marketing environment.

FashionValet Sdn Bhd is a well-known and largest online destination in Malaysia and
Southeast Asia’s for Asian brands selling fashion apparel, shoes, and accessories by aiming
to bring the latest trends to your doorstep. FashionValet also has established some existing
customer in West Asia because their products suit the local’s community taste. It is founded
by Datuk Fadzarudin Anuar and his wife, Malaysia’s popular public figure, Datin Vivy
Yusof.

FashionValet is a multilabel online site carrying over 500 Southeast Asian designer
labels, the Duck Group, and a lifestyle brand of headscarves. Furthermore, they offer a wide
range of ready-to-wear garments for men, women, as well as for kids from modest and
contemporary attire to lingerie, accessories, shoes and handbags. FashionValet boasts fast
delivery, and best-in-class user experience for consumers around the world.

One of a Southeast Asia’s most well-known publicly-listed Internet companies, which

is MYEG, invested into FashionValet in 2012 after the founders overcame 40 competitors to
win the MYEG ‘Make The Pitch’ knock-out competition. Over the years, they secured a
series of investments from Elixir Capital based in Silicon Valley and Zozotown, Japan’s
leading online fashion mall, and now their Series C funding from Khazanah Nasional Berhad,
the Malaysian government’s strategic investment fund.

The company’s vision is to grow FashionValet into a multi-million-dollar company

that champions local designers in Asia whereas, their mission is to elevate the local fashion
scene. After years of using online based marketing, now they finally build their physical
stores which not only available in Malaysia but in other countries such as Brunei and
Singapore.
 MARKETING ENVIRONMENT

The marketing environment consists of a microenvironment and a macroenvironment.

The microenvironment consists of the actors close to the company that affects its ability to
engage and served its customers- the company, suppliers, marketing intermediaries, customer
market, competitors and publics. The macroenvironment consists of the large societal forces
that affect the microenvironment- demographic, economic, natural, technological, political
and cultural forces.

Microenvironment factors
(i) The company

As a company, FashionValet faced countless issues and challenges during their

first establishment. FashionValet is the idea generated by a husband and wife tag
team, Datuk FadzarudinAnuar and Datin VivyYusof. When they were in London,
online shopping was their routine. However, after they returned to Malaysia in
2010,
they realized that Malaysia still has not developed the e-commerce industry.
Today, FashionValet has 200 employees including warehouse and store. To
ensure that they serve the customers better, FashionValet reduce the number of the
brands from 250 to 150 brands by making sure each brand give value. The strong
connection between their top management, purchasing, operation, human
resource, accounting, and other departments has bring the company to another
level in the Asia.