Brand & Beyond
Deep Dive into Leading Brands & Their Creators
Featuring Fouzul Hameed
Featuring, Fouzul Hameed on Marketer Calibre as he dives deep into the story of how he created the 'Hameedia' brand. Fouzul Hameed is the Managing Director of the Hameedia Group.
Fouzul counts over 3 decades of experience in Men's Fashion. He is a U.S certified Image Consultant and a prominent figure in the Fashion Industry in Sri Lanka
"Creating Gentlemen"
Question Focus - Personal Growth
Sohan
Can you share something about the ‘young Fouzul’ you have not shared with the public earlier?
Fouzul
(Smiles hearing the question) I come from a small village in Aluthgama and I consider my parents as the two people who had a profound impact on my life.
Hameedia was started by my Grand Uncle in 1924, which later my Father went on to buy. My father studied only up to grade two and my mother up to grade one, but they were like professors (laughs) when it came to life values, human values, home values, and practical living. They played an extensive role in shaping me.
As a kid, I carry a lot of fond and sentimental memories at the initial shop in Wellawatte that my Father ran. I remember threading the needle on a machine and peddling it so fast that the employees used to shout 'Mahaththaya oya machine eka kaddanna epa' (Sir, please don't break that machine) - (Fouzul laughs). I lived and breathed apparel.
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I was quite interested in cricket and went on to play in premier league cricket with personalities such as Arjuna Ranathunga and Ranjan Madugalle. I love sports and sportsmen, because true sportsmen are always balanced guys, they know how to take defeat, how to win, and how to enjoy that win.
​​I felt that sports helped me in building my brand. I consider business like playing a game of cricket (smiles). You know your opponent. You know the field setting. You know where the game is weak, where to hit and the more you practice, you play the game better. So you have to be fit, you have to have a strategy, you should have a game plan, you should have the right players at the right position.
Question Focus - Personal Growth
Sohan
Thanks Fouzul, that's an interesting allegory. Moving on, could you describe a pivotal moment in your life when you realized that building this brand was not just a business venture but a personal calling. What inner transformation did this realization trigger?
Fouzul
Interesting question Sohan. Initially my father was doing men's clothing, and I was focused on women's fashion. However I had a deep desire to see men, well dressed and groomed as the woman. During that period, majority of the men were solely focused on their work and they were ignoring their appearance and not taking care of themselves enough. Therefore, I felt a calling to guide and groom men to look their best. It grew to be such a passion that money was not my sole focal point. If I can
break-even, have enough money to have a home, food and sleep peacefully, I was content. I never wanted to have a big fancy life because my parents always guided us to live a content and peaceful life.
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So my dream was to build a strong brand and a good product that was better than the brands I see when I travel to Milan, Paris, London and USA. However I wanted to keep my products within reach as well, therefore I positioned my brands from 'Affordable Luxury' to 'Top Luxury'. (Gleams with a sense of achievement)
Question Focus - Personal Growth
Sohan
Very interesting Fouzul. So what would the young Fouzul say to present Fouzul when he sees your achievements up to date
Fouzul
Young Fouzul would first thank my parents, as I consider them the reason I'm here today, and next he would thank my two brothers and family. He would also appreciate the family unity and the value of contentment our parents instilled in us all.
Sohan
If you could go back in time, which challenges would you like to better face again and why, how did it redefine your brand
Fouzul
(Places finger on the chin and goes into deep thought) Wow, that made go into deep self reflection. I feel my younger self used to get afraid of challenges too easily, which resulted in him giving up on certain things, but now I would face it with more wisdom, confidence and boldness and not allow things to intimidate me.
Question Focus - Brand Strategy
Sohan
Thanks for being open and vulnerable Fouzul. Moving on to the focus of 'Brand Strategy', Can you list 5 values upon which the Hameedia brand was built
Fouzul
1. Trust
2. Passion & Knowledge for menswear
3. Image
4. Quality
5. Ethics and fair play
Question Focus - Brand Strategy
Sohan
You are clearly the face of the brand. How did you position your image thereby it positively impacting the brand
Fouzul
Actually it was unintended (laughs). I was just genuinely focused on designing, developing and building a good product, and a good brand with good values. Moreover I love to dress well and groom myself. I believe these factors positioned me as the face of the brand.
Question Focus - Brand Strategy
Sohan
​That's on point Fouzul. It's important for the brand custodians to live and breathe the brand, not communicate one and live another. Communicating a single coherent and authentic message to the customer is critical, specially at a time when customers are seeking for 'authenticity' in brands.
Moving on to understand your customer. Who is the typical customer of the Hameedia brand?
Fouzul
Our customer depends on the brand in question. We have positioned our brand from 'Affordable Luxury' to 'Top Luxury'. The 3 product brands cater to the different segments allowing each brand to preserve its personality and identity. 'Signature' is for the gentleman that is just starting his career. 'Lee bond' is for the gentleman who is in the senior management and, Envoy is for the gentleman who desires luxury and prestige. Our products range from 25,000 LKR - 500,000 LKR.
Sohan
How do you maintain an authentic brand personality and cohesive brand identity in your top luxury brand, 'Envoy'
Fouzul
Envoy is positioned as a total solution and not solely, clothing. We have given the brand and product a personality of it's own. It spans across grooming, living an active life, eating healthy and maintaining an ethical lifestyle. Therefore its a 360 view of who a gentleman ought to be. In terms of our product, we source our materials from suppliers that supply to world's top brands. The products are made to measure even for a child from 1 year and upwards. The brand is for the 'True Gentleman' not necessarily anyone who could afford it. The brand also carries an essence of humanity, good values, elegance and ethical living.
Question Focus - Brand & Business Strategy
Sohan
Very clear brand positioning Fouzul. I was intrigued by the 'ethical lifestyle' component of it. Moving on to touch slightly on the business strategy as well, It’s clear that your physical product is menswear, but what is the 'actual product' you are selling
Fouzul
Very interesting question Sohan. We are selling an image, trust, confidence, and trust of a responsible brand founded on ethics, fair-play and sustainability​
Sohan
Businesses and brands today are utilzing data in unprecedented ways to gain a competitive advantage. What role does data and analytics play in shaping your marketing decisions and overall brand strategy. How do you transform raw data into actionable insights to optimize customer experiences and drive sales
Fouzul
Data is a top priority in our business operations and my team works heavily with data. Without data is would not be possible to run a business such as ours. Therefore for our business and brand strategy we utilize data to make informed decisions and changes to our overall strategy.
Question Focus - Brand Personality & Outlook
Sohan
As we come toward the end of the interview, lets focus on the lighter side of the brand. If your brand had a soundtrack, what would be the signature song, and why does it encapsulate your design philosophy
Fouzul
Simply the best by Tina Turner - (Fouzul laughs out loud). You got some interesting questions for me Sohan.
Sohan
(Laughs). Finally Fouzul, Imagine future generations discovering your brand's time capsule. What unique artifact or message would you include to encapsulate your brand's essence and influence?
Fouzul :
I would like them to see Hamedia's as a brand of goodwill, ethics and good values having dressed many great people who have done something great for our country.
