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Hameedia has established
itselfias a leader in providing
highyquality custom tailored
and ready-made clothing options for men, to help them dress
their very best on every occasion.

Hameedia was
established in 1949 and has become a leading menswear brand that is
identical with style and quality. Since its origin is 67 years ago,
the company has achieved a remarkable growth and today the Hameedia brand
is a domestic name across Sri Lanka and is rapidly gaining popularity
around the world. 

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This report reveals about the
innovative man who made the identical brand to the Sri Lankan fashion market
which calls HAMEEDIA, Mr Fouzul Hameed. The interview that had with Mr
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 person
who kept remarkable foot print to the Sri Lankan clothing industry.

















“God made man & Hameedia clothed him”.

Hameedia was established in 1949
and has become a leading menswear brand in Sri Lanka as well as internationally
with the quality, custom design and efficient service providers and they
renowned in men’s wear including the brands Le Bond, Envoy, Signature,
Raymond, Lee and Adidas, raising standards in the retail clothing industry in
Sri Lanka. Hameedia is the hub of fashion & creativity of menswear.

In our story the hero is well known men’s
fashion ware supplier and Managing Director of Hameedias Mr Fouzul Hameed. As per
the known history and the conversation had with the
Mr. Fouzul Hameedia, it was a family business credited
with turning his father’s tailoring shop into a network of boutiques that owns Sri Lanka’s top men’s
fashion brands. Passed down from his father to Fouzul and his two
brothers who have equal stakes, the firm’s annual turnover is
edging towards  3 billion rupees in the last financial year. 

With the strength of two brothers and the
mother with the vision of looking after the business as a family with
the scale of international ambition the chief visionary and the managing director
Mr Fouzul made Hameedias as a sonorous name in a Sri Lanka as well as
internationally.  After years of
hard marketing, Hameedia has influenced some of their core market,
the rich and the middle class, that their wares put heads together
sophistication and class. Mr Fouzul was in the extreme position of
raising design literacy among men, holding grooming workshops
for male staff at private firms and using every available media
opportunity to sublimely reinforce the fashion message. But that was only
one half of the early challenge when Hameedia was building its own
stable of brands.

According to
the Mr Fouzul, challenges
are the opportunities to make the man strengthen and matured from the
experiences. He did not fear to challenge the challenges and he was pacing
slowly towards the challenges.  He
decided only to retail their own original brands, when the entire
market was dominated by fake brands or flitted duty free stock
lots from readymade clothes factories manufacturing for export. “You
struggle to come here, but there is no respect for a brand, instead the fakes
are flooding the place and a lot of people made money. So you get really
fed up,” says Hameed who launched his first brand LeBond in
1990, at a time when Colombo’s smartest clothes retailers and
department stores were stocked full of cheap reproductions of
international brands or duty free stock lots bring in out of factories manufacturing
for export.

“I dream too much,” says Fouzul. “When I go to Paris
and see the stuff there I want to also take my products to that
level,” he says pulling out made to measure shirts in wrinkle free high
quality fabric he purchased in Milan just weeks earlier, which cost him
the equivalent of Rs22,000. “My target is that,” he says running the
unwrapped shirt sharply in his fingers and referencing its
quality to that which he wants to achieve at Hameedia here.

His commitment and dedication for the work and
the enthusiasm to get the knowledge and the quality which want to
grant to the customers make Hameedias at today’s privileged position.
Hameedia didn’t get to the point overnight. For nearly one and a
half decades after taking over his father’s business he learnt the
trade “I was like a salesman, Hussain was cashier and my cousins were
part of the team,” he says during a chat at his modern office which
adjoins a large display area for some of the products available at his
stores. Hussain’s job has scaled up from cashier to officer in charge of everything
besides design, according to Fouzul. Hameedia started resembling its
current form during the 1990s’.

Somewhere down the line Mr.
Fouzul Hameed also transformed from the guy running a tailor shop at Wellawatte
junction to the ideal Sri Lankan metrosexual. However in this whole transformation
the values that underlie Hameedia were not compromised. “I will not
mislead customers,” he declares of the motivation leading to
launching his own brands instead of adopting the tested strategy of
selling fakes and duping customers that they are originals.

The motivation behind Mr Fouzul need to offer a good shirt or trouser to a customer. He
relished the tailored challenge of making the garment from scratch,
explaining the passion simply as, “it’s a lot more fun to do it ourselves,
there is no fun in sourcing it.”

With the
qualities of gentlemen Mr. Fouzul still
dedecated to correct himself as well as his staff members. From the daily complaints and feed backs he
learnt things and regardless of the growth Mr Fouzul is still hands-on, on the
business. “I am hungry for quality, hungry for style,” he says with a glint in
his eye. He spends a couple of hours daily on the factory floor ensuring
products are faultless and inspiring staff strive for zero defects. Products at
Hameedia don’t have loose stitches or buttons that fall off, sometimes common
in merchandise purchased at other popular department stores. “Every day my team
makes mistakes and I keep on correcting them and suppliers sometimes send the
wrong stuff. Of course there are great days when I see great products I’m
happy,” Mr Fouzul who often expresses himself simply explains.













Personal Branding

ü  Hamideea
is tailoring shop owned by Mr Fouzuls grandfather and he is the 3rd
generation visionary person of Hameedia made as a fashion hub.

ü  He
introduced fashion to men’s wardrobe and his name always came to mind with the
brands Lebond, envoy and signature which are the famous brands each and every
men well known.

ü  Mr
Fouzul always think in fashionably and introducing new fashions, he is the
pioneer of groom fashions as well as introducing branded clothes to men’s


Personal skills elevation

Hameedia started as a family business and Fouzul Hameed spent his foundational years at
Hameedia, being involved in tailoring, merchandising, learning to care for
clothing as well as bookkeeping under the guidance of his father. In 1983, Fouzul
Hameed took over the reigns of the family business with a passion to reinvent
the menswear setting in Sri Lanka. His initial vision was simple – provide a
product that benefits society. Thus, 20 years ago, the desire to introduce a
Sri Lankan clothing brand identical with quality for men.

ü  Mr Fouzul was a very good observer and he has
the ability of identification entrepreneurial gap in the market.

ü  He
developed the opportunity that he inherent from the family and add his
innovative ideas to uplift the business from tailor shop to fashion empire.

Managerial skills development

ü  Mr
Fouzul followed the clear vision, which is “energize men fashionably”, as a
managing director of Hameedias he made this vison visibly by developing and
showing very well his managerial skills by thinning out the brand “Hameedia” to
the international market.

ü  He
act as a member of the team Hameedia by gathering staff around him to develop
and create innovative brands as well as extent the prevailing brands among the
younger generation and between various age group men.


Opportunity identification

of things is the path to success of Mr Fouzul according to his speeches, he
look around the business environment and recognize the discrepancy at the
market which no one has introduced groom fashions to the market while in the
condition of unlike women, men don’t much bother
with grooming, style and fashion despite their admiration.


Networking, collaboration and teamwork for








Advice to MBA students

ü  Select your
area and focus it on and try to be a specialist in minimum time

ü  Use MBA to
decorate your first degree or first professional qualification and sharpen your

ü  As MBA students
think about the country make use of your knowledge to uplift it.

ü  If you like
please try to enter politics to wipe out this corrupted politics.

ü  Always help
poor people and do not forget stage that you started your career

and practice how to share and how to care with others

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