EXECUTIVE SUMMARY

FashionValet is one of the one of the largest and leading fashion sites in South East
Asia and was the first independent e-commerce platform that are launched in Malaysia that
entertains South East Asia’s taste and preferences in fashion industry. It was founded by Vivy
Sofinas Yusof and her husband, Fadzarudin Shah Anuar in the November 2010.

The company located in three countries which are Malaysia, Indonesia and also
Singapore but however their physical stores are only in Malaysia and Singapore.

FashionValet kick started with only 10 local brands joining the company but they
have grown rapidly over the ten years with over 400 brands on the team. The company
proffer wide ranges of clothes, accessories, shoes, bags and cosmetics. Four years after
FashionValet was launched, Vivy expands the company by having her own brand which are
the fast growing and most popular scarves in the global market in South East Asia, dUCks
Scarves. Vivy started dUCks by selling her own brand scarves but over the years she
ventured into cosmetics, bags and even stationaries.
 INTRODUCTION
ENTREPRENEUR PROFILE

FashionValet is a private company generated by a husband and wife, Fadzaruddin

Shah Anuar and Vivy Sofinas Yusof. Fadzaruddin Shah or familiar known as Fadza is the
founder and Chief Executive Officer (CEO) of FashionValet. A 32 years old Fadza was born
on 15 April 1988 and fully raised in Kuala Lumpur. In 2004, he moved to London to pursue
his studies in Imperial College London and graduated with a Masters in Aeronautical
Engineering.
Fadza married Vivy Yusof in July 2012. The couple was blessed with three children, Daniel
Azim Shah, Mariam Iman Shah and Sarah Ilham Shah.

Fadza began his early career as a management advisor at an international company

and began taming himself with e-commerce platforms. Being a CEO, he led the business
development and the company’s strategic planning. Fadza has taken the company through
three rounds of funding from Bursa Malaysia, listed MyEG Sdn Bhd, Elixir Capital and
ZOZO. He was also introduced to C-Suite Professionals in both private and public sectors
when he joined Deloitte Consulting Malaysia. Fadza also worked with SEGi University,
Tradewinds Bhd and FELDA for projects involving corporate restructuring and strategy
development.
 The highlight of this study is Vivy Sofinas Yusof or known as Vivy Yusof are one of
the entrepreneurs that managed to achieve success in such a young age as the co-founder and
Chief Creative Officer (CCO) of the dUCk group and FashionValet. A 33 years old, Vivy
was born in Kajang, Selangor on 11 December 1987. A law graduate from London School of
Economics, Vivy, has also been a blogger for 10 years through her personal blog,
proudduck.com who has been sharing about her life and business journey. She is also a
model, fashion icon, a mother of three and has been appointed as a board of directors by
Universiti Teknologi MARA (UiTM). Upon graduating with a law degree, she returned back
to Malaysia to work under her father’s company, The Proven Group which is in property
development.

Vivy yusof is such an inspiration icon to young entrepreneur out there. She has been
featured in many international media such as Forbes and she has also won many awards such
as Bella Business Award 2013, Ikon Wanita Puteri UMNO 2014, Prestige Magazine’s 2015
List of Top 40 Under 40, Women’s Weekly Malaysia’s Finance and Commerce Nominee for
the Great Women of Time Awards 2015 and 60 Wanita Inspirasi Nona. Vivy has also
received the Young Entrepreneur Award from The Queen of Malaysia at Tribute to Women
Malaysia Gala in 2016. She was the first hijabi women to be named as a friend of
international brand, Louis Vuitton. She was also one of the 100 influential ladies to be part of
the “Dior Saddle” campaign in across the globe. On top of that, Vivy had a reality show that
whirled around her career and personal life at FashionValet named Love, Vivy. She had also
been a judge for a television programme that discover a new fashion designer named GenF
on Astro Ria.

A successful entrepreneur herself, Vivy has been invited to many educational

institutions, shows and many more to give entrepreneurial talks as a successful female youth
business icon. however, she preferred to write her thoughts on her blog, proudduck.com. the
influential power she holds, she has 238,000 subscribers on her Youtube channel and her
following now includes 1,800,000 followers on her verified Instagram. She also has been
featured in many international and local media platforms such as The New York Times,
BBC, CNBC and Vice and Forbes.
 Both Fadza and Vivy were officially welcomed into a global organisation that “selects
mentor and accelerates high-impact entrepreneurs” namely Endeavor. The couple are the first
Malaysian to be part of the Endeavor team.

A law and engineering graduate themselves did not have any background in fashion
nor business. Fortunately, due to their interest in fashion field and they discovered that they
missed the convenience of online shopping as they enjoyed while living in London during
their college years. To find their favourite designer brands, they had to hunt low and high
around Kuala Lumpur. It was that kind of inconvenience that sparked them to the idea of
bringing online shopping to Malaysia. They also figured out that Vivy had a big amount of
following online through her blog had influenced the idea of opening an e-commerce fashion
sites. Thus, FashionValet was born.

The main challenges that they need to face was a year after into the business, there
was a time they did not have enough money in paying salaries to the employees. Moreover,
the company’s website went down for a week due to a failed migration. Thus, every order
that was sent late and every little mistake that they did was amplified on social media,
punishing them as a bad entrepreneur.

Years after into the business, they decided to stop experimenting many brands and
aimed to serve customers better by making sure the brands they chose gave values to the
customers. Thus, they reduced the brands on the platforms. Aside from that, ZALORA
entrance in 2012 into Malaysia e-commerce fashion market was a threat to FashionValet.
ZALORA had also the similar fashion retails as them. Unfortunately, ZALORA had beaten
FashionValet in terms of all aspects such as monthly visit, bounce rate and other else.

BUSINESS PROFILE
 FashionValet started off with only 10 local brands joining them when the company
first launched and was the first multi-label online site in Malaysia. However, the company
has over 500 brands from all across the Southeast Asia and over 150 employees including
warehouse. FashionValet does not only focus on the market of Malaysia but also in
Singapore, Indonesia and Brunei. FashionValet has been the talk of town due to the quality
and wide range of fashion apparel, cosmetics and accessories offers by the company from
local designer as well as designer outside Malaysia. Some of the designers are ShawlPublika,
NITA Cosmetics, Lily Petuna, Eighty One, Dusk Till Dawn and many more.

The company nature of business is internet fashion boutique and they have offices and
warehouses in Malaysia, Indonesia and Singapore. Thus, based in Kuala Lumpur and ships
the curate local fashion brand products all across the globe to customers daily. FashionValet
focuses on trendy women, younger people and especially who are active on the internet
between the ages of 18 to 45 years old, such as, a housewife and urban women. Their targeted
market is on women who have an income of RM4,000 and above. Subsequently,
FashionValet has expanded their brands to menswear and thus it is also targeted to men that
aged between 18-45 years old.
 Due to her entrepreneurial spirit, Vivy expanded her business by creating her own
brand of scarves, dUCk Scarves. From time to time, dUCk also ventured in the business of
selling bags, cosmetics and stationeries. Given the name of country, dUCk had collaborated
with international and widely known brands such as, Disney, Miss Universe, Fox Movies,
Barbie and even Crown Princess of Brunei.

The marketing mostly came from blogging at Vivy’s own blog, proudduck.com. She
also uses her personal Instagram account a lot to market FashionValet and that was where her
creative sides came out.

Without a break, dUCk was the first local brands to open their flagship stores in
Malaysia’s prestigious mall, Pavillion and KLCC with more stores following One Utama,
Setia City Mall and on Haji Lane in Singapore. The dUCk Group has always received
overwhelming supports from the customers since their first time launching and dUCk
collections are often sold out in a minute once it launched.

Vivy Yusof and Fadza started off with RM10,000 as initial capital from own savings
and borrowings for the start up of the company, stock purchasing and marketing activities.
She did not take any salary for herself until the business was stable. Not giving up, Vivy took
alternatives and went to meet a lot of financial institution and venture capital in order to boost
up their capital problems. Even her alternatives were dented so many times because of the
riskiness of e-commerce, she did not look back and eventually found the perfect venture
capital for her company. Two years into the business, Vivy and her husband, Fadzaruddin
participated and attained first place on a nationwide television programmes, “Make The
Pitch”. The couple won an investment of RM1000,000 by MyEG Services Bhd. They were
able to expand FashionValet with their winnings and the exposure from the show has
widened their customers. The company now has 4 investors including MyEG Services which
are Khazanah Nasional Berhad, ZOZO and Elixir Capital.

The selling price range in FashionValet start from RM170 and above. They admitted
that the price of the products sold in their company is quite expensive to some of the society,
but the company held to the principle of providing quality products to the customers. The
company has a special team that in charge of quality checking of the products sold in
FashionValet. To maintain the quality of the products, there are four important characteristics
instilled by the company which are price, consistency, quality and track of record of a fashion
designer. In the meantime, FashionValet always support the new local fashion designers who
want to create a new name in the fashion industry.

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