Introduction Hameedia has establisheditself as a leader in providing high quality custom tailored and ready-madeclothing options for men, to help them dress their very best on every occasion.Hameedia was established in1949 and has become a leading menswear brand that is identical with style andquality. Since its origin 67 years ago, the company has achieved remarkablegrowth and today the Hameedia brand is a domestic name across Sri Lanka and israpidly gaining popularity around the world. From this report reviledabout the innovative man who made the identical brand to the Sri Lankan fashionmarket which calls HAMEEDIA, Mr Fouzul Hameed.
With the interview that had withMr Hameed is the basement for this report. Other than the interview,this report contains lots of facts and information gathered via the internet,magazines and videos from the you tube. This is an analysis of identical personwho kept remarkable foot print to the Sri Lankan clothing industry.
“God made man & Hameedia clothed him”.Hameedia was established in 1949 andhas become a leading menswear brand in Sri Lanka as well asinternationally with the quality, custom design and efficient service providersand they renowned in men’s wear including the brands Le Bond, Envoy,Signature, Raymond, Lee and Adidas, raising standards in the retail clothingindustry in Sri Lanka. Hameedia is the hub of fashion & creativity ofmenswear. In our story the hero is well known men’sfashion ware supplier and Managing Director of Hameedias Mr Fouzul Hameed. Asaccording to the known history and the conversation had with the Mr FouzulHameedias was a family business credited withturning his father’s tailoring shop into a network of boutiques that owns SriLanka’s top men’s fashion brands.
Passed down from his father to Fouzul and histwo brothers who have equal stakes, the firm’s annual turnover is edgingtowards Rs 3 billion last financial year. With the strength of two brothers and the mother with thevision of look after the business as a family with scale of internationalambition the chief visionary and the managing director Mr Fouzul made Hameediasas a sonorous name in a Sri Lanka as well as internationally. After years of hard marketing, Hameedia haveinfluenced some of their core market, the rich and the middle class, that theirwares put heads together sophistication and class. Mr Fouzul was in the extremeposition of raising design literacy among men, holding grooming workshops formale staff at private firms and using every available media opportunity tosublimely reinforce the fashion message. But that was only one half of theearly challenge when Hameedia was building its own stable of brands.According to the Mr Fouzul challenges are theopportunities to make man strengthen and matured from the experienced.
He didnot fear to challenge the challenges and he pacing slowly towards thechallenges. He decided to only retailtheir own original brands, when the entire market was dominated by fake brandsor flitted duty free stock lots from readymade clothes factories manufacturingfor export. “You struggle to come here, but there is no respect for a brand, insteadthe fakes are flooding the place and a lot of people made money. So you getreally fed up,” says Hameed who launched his first brand LeBond in 1990, at atime when Colombo’s smartest clothes retailers and department stores werestocked full of cheap reproductions of international brands or duty free stocklots bring in out of factories manufacturing for export.”I dream too much,” says Fouzul. “When I go to Paris andsee the stuff there I want to also take my products to that level,” he sayspulling out made to measure shirts in wrinkle free high quality fabric hepurchased in Milan just weeks earlier, which cost him the equivalent ofRs22,000.
“My target is that,” he says running the unwrapped shirt sharply inhis fingers and referencing its quality to that which he wants to achieve atHameedia here.His commitment and dedication for the work and theenthusiasm to get the knowledge and the quality which want to grant to thecustomers make Hameedias at today’s privileged position. Hameedia didn’t get tothe point overnight. For nearly one and a half decades after taking over hisfather’s business he learnt the trade “I was like a salesman, Hussain wascashier and my cousins were part of the team,” he says during a chat at hismodern office which adjoins a large display area for some of the productsavailable at his stores. Hussain’s job has scaled up from cashier to officer incharge of everything besides design, according to Fouzul. Hameedia startedresembling its current form during the 1990s’.
Somewhere down the lineMr Fouzul Hameed also transformed from the guyrunning a tailor shop at Wellawatte junction to the ideal Sri Lankanmetrosexual. However in this whole transformation the values that underlieHameedia were not compromised. “I will not mislead customers,” he declares ofthe motivation leading to launching his own brands instead of adopting thetested strategy of selling fakes and duping customers that they are originals. The motivation behind the Mr Fouzul need to offer a goodshirt or trouser to a customer. He relished the tailored challenge of makingthe garment from scratch, explaining the passion simply as, “it’s a lot morefun to do it ourselves, there is no fun in sourcing it.” With thequalities of gentlemen Mr Fouzul still dedecated to correct himself as well ashis staff members.
From the daily complaints and feed backs he learnt thingsand regardless of the growth Mr Fouzul is still hands-on, on the business. “Iam hungry for quality, hungry for style,” he says with a glint in his eye. Hespends a couple of hours daily on the factory floor ensuring products arefaultless and inspiring staff strive for zero defects. Products at Hameediadon’t have loose stitches or buttons that fall off, sometimes common inmerchandise purchased at other popular department stores. “Every day my teammakes mistakes and I keep on correcting them and suppliers sometimes send thewrong stuff.
Of course there are great days when I see great products I’mhappy,” Mr Fouzul who often expresses himself simply explains. Personal Brandingü Hamideeais tailoring shop owned by Mr Fouzuls grandfather and he is the 3rdgeneration visionary person of Hameedia made as a fashion hub.ü Heintroduced fashion to men’s wardrobe and his name always came to mind with thebrands Lebond, envoy and signature which are the famous brands each and everymen well known.ü MrFouzul always think in fashionably and introducing new fashions, he is the pioneerof groom fashions as well as introducing branded clothes to men’s segment. Personal skills elevationHameedia started as a family business and Fouzul Hameed spent his foundational years at Hameedia,being involved in tailoring, merchandising, learning to care for clothing aswell as bookkeeping under the guidance of his father. In 1983, Fouzul Hameedtook over the reigns of the family business with a passion to reinvent themenswear setting in Sri Lanka.
His initial vision was simple – provide aproduct that benefits society. Thus, 20 years ago, the desire to introduce aSri Lankan clothing brand identical with quality for men.ü Mr Fouzul was a very good observer and he hasthe ability of identification entrepreneurial gap in the market.ü Hedeveloped the opportunity that he inherent from the family and add hisinnovative ideas to uplift the business from tailor shop to fashion empire.
Managerial skills developmentü MrFouzul followed the clear vision, which is “energize men fashionably”, as amanaging director of Hameedias he made this vison visibly by developing andshowing very well his managerial skills by thinning out the brand “Hameedia” tothe international market. ü Heact as a member of the team Hameedia by gathering staff around him to developand create innovative brands as well as extent the prevailing brands among theyounger generation and between various age group men. Opportunity identificationObservationof things is the path to success of Mr Fouzul according to his speeches, helook around the business environment and recognize the discrepancy at themarket which no one has introduced groom fashions to the market while in thecondition of unlike women, men don’t much botherwith grooming, style and fashion despite their admiration. Networking, collaboration and teamwork forprofessionals Few advices to MBA students Ø Select your area and focus it on and try to be aspecialist in minimum timeØ Use MBA to decorate your first degree or firstprofessional qualification and sharpen your talentsØ As MBA students think about the country make useof your knowledge to uplift it.Ø If you like please try to enter politics to wipeout this corrupted politics.Ø Always help poor people and do not forget stagethat you started your careerØ Learn and practice how to share and how to carewith others References