ENT300 - Case Study

UNIVERSITI TEKNOLOGI MARA

FUNDAMENTALS OF ENTREPRENEURSHIP (ENT300)
CASE STUDY

FACULTY : FACULTY OF ACCOUNTANCY
PROGRAMME : DIPLOMA IN ACCOUNTANCY

SEMESTER 6

PREPARED BY:
THUWAIBAH BINTI HASHIM 2016966469

LECTURER’S NAME :
MR. HARDY EMRIE BIN ROSLY

GROUP :
NACDF6A

Table of Content

Table of Content.......................................................................................................................... 1
Executive Summary .................................................................................................................... 2
Business Description ................................................................................................................... 3
Entrepreneurial Characteristics ................................................................................................... 4
Appendices .................................................................................................................................. 5
References ................................................................................................................................... 7

1

Executive Summary

There are many branches or fields of business in the world to be explored by an
entrepreneur. For example, food & beverages, cosmetics, accessories, and fashion. Even in every
field of business, there are sub-categories in it. For this case study, I choose an entrepreneur in
fashion industry to write about. World of fashion covered a wide range of attire. It can be divided
into fashion for men and women, and consist of a few types of attire as well such as casual attire,
formal attire, wedding attire, and so on.

The entrepreneur that I want to write in this case study is Shah Rizul Irza Zukiply, one of
the pioneers of Muslimah fashion in Malaysia.

Shah Rizul Irza Zulkiply was born in Kuala Lipis, Pahang in year 1984. Before involved
in fashion business, she was graduated from Universiti Malaysia Sabah in Business Management.
She never took any formal class regarding fashion design, except learn to make cloth in informal
way. She the further her study in Degree in Fashion and Design at Limkokwing University.

Her starting point in fashion business was originated by an issue faced by her sister back
in 2008. In that time, her sister is getting married. But, in that time, to find wedding attire that
shows muslimah’s image is difficult. Therefore, Shah Rizul Irza take the initiative to make long
veil and long scarf for her sister to wear together with the wedding dress.

2

Business Description

Shah Rizul Irza Zulkiply who was a housewife in that time, started the business seriously
in fashion industry in 2009, after she did veil and long scarf for her sister in 2008. Started without
any physical shop or boutique, she did the work from home. Upon business’ start up, she did
marketing and promotion for her products under brand of ‘Eja Shahril’ through social media.

Despite wanting to engrave her name and brand of ‘Eja Shahril’ in fashion industry, her
first intention when started the business back then was to prove that Muslimah fashion has its own
capability and will be able to have its own market. Little that she expects that her products were
going to be very well accepted by the market. Her followers in social media keep increasing from
time to time, and she received a lot of bookings especially from husbands and wives to be to get
her touch in their wedding attire.

2012 was another turning point for Shah Rizul Irza in fashion business. Around mid to end
of the year, she was contacted by Syamsul Yusof and Puteri Sarah, a couple of Malaysian celebrity,
asking her to do their wedding attire. At that time, she still makes her house as her workplace.
Thinking that the business will keep on expanding, she decided to open her first boutique. Together
with her husband, Muhamad Shahril Ismail, she opened her first physical boutique at Bertam
Perdana, Pulau Pinang, in 2012. Started from this point, her business and brand were expanding
more.

Besides having designing various Malaysian celebrities’ wedding attire, Shah Rizul Irza
received recognition for her works both locally and globally. She also keeps introducing ‘Eja
Shahril’ to international fashion industry. In 2015, she participated in ‘Saverah Fashion Show’ in
London. A year after that, in 2016, she participated ‘Asian Islamic Fashion Week’ in Jakarta,
Indonesia. Then, in 2017, Shah Rizul Irza and team ‘Eja Shahril’ was invited to show their works
in fashion stage ‘Couture New York Fashion Week’ in New York, United States of Amerika. After
that, she keeps participating various fashion show in Malaysia, as well as outside Malaysia, such
as Asia Islamic Fashion Week in 2017, and Indonesia Modest Fashion Week 2019.

3

Entrepreneurial Characteristics

There are a few key characteristics that entrepreneur should have to be successful. These
characteristics are also known as Personal Entrepreneurial Competencies (PECs). Entrepreneurs
should possess these characteristics in order to perform entrepreneurial functions effectively.

One of personal entrepreneurial characteristics (PEC) that possessed by Shah Rizul Irza
Zulkiply is initiative. By being initiative, an entrepreneur will be able to think creatively and will
try the best to act beyond his or her limit. Shah Rizul Irza showed her initiative thinking when she
decided to make long veil and scarf for her sister back then in 2008. With her initiative, she was
able to start her own brand of clothing that is very well accepted in Malaysia as well as in
international market.

Another personal entrepreneurial characteristics (PEC) that Shah Rizul Irza has is her
concern for high quality of work. An entrepreneur should be great in showcasing his or her works
and products. Entrepreneurs should be able to present works that meet excellent standard which
will lead and give him or her greater satisfaction. Shah Rizul Irza is very particular person in doing
design for her customers. She gave her best attention to her job, whether it was for wedding attire,
or preparation in doing fashion show.

4

Appendices

Figure 1 : Shah Rizul Irza & Muhamad Shahril

Figure 2 : One of the dress that designed by Shah Rizul Irza Zulkiply

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Figure 3 & 4 : One of the dress that designed by Shah Rizul Irza Zulkiply
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References

1. https://www.bharian.com.my/wanita/fesyen/2017/09/322100/eja-shahril-dari-kepala-
batas-ke-new-york

2. https://www.youtube.com/watch?v=6566AD58TOc
3. https://www.bharian.com.my/wanita/fesyen/2019/12/634332/busana-muslimah-penuhi-

permintaan-global
4. https://instagram.com/ejashahril?igshid=1xtc7w26mh3s4
5. http://english.astroawani.com/malaysia-videos/awani-pulau-pinang-eja-shahril-ketengah-

busana-muslimah-326757
6. http://www.couturefashionweek.com/eja-shahril-couture-fashion-week/

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