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As the leading fashion retail distributor in Vietnam, ACFC, a division of IPPG, has continually demonstrated its prowess as the premier partner for international brands seeking to penetrate the Vietnamese market. Since its modest beginnings with a select few iconic brands in 2010, ACFC's portfolio has expanded to encompass nearly 30 international brands, predominantly hailing from American and European markets, spanning across mass market to mid-luxury segments. ACFC has played a pivotal role in the rejuvenation of "outdated" US brands, such as Levis and GAP, within the Southeast Asian region. Nevertheless, even the most successful distributor cannot solely rely on its brand offerings, particularly within the fiercely competitive and pandemic-impacted Vietnamese market. Various challenges, including transportation difficulties, currency volatility, and customs clearance processes, have significantly impacted distribution businesses. While ACFC's value proposition lies in the diversity of brands and products it offers, the lingering question remains: is this sufficient in the current landscape?    ACFC's e-commerce presence is yet to gain substantial traction, with its technology and online shopping experience trailing behind smaller players, exemplified by Maison JSC. Despite these trials, the situation presents an opportunity for ACFC to elevate its brand presence and foster unwavering loyalty. Despite its success as a distributor, ACFC has yet to solidify its position as a brand that invokes loyalty. However, establishing a beloved brand can yield considerable long-term benefits, complementing short-term performance marketing strategies.    My proposal introduces a branding approach centered on Archetypes, an under-explored strategy within the Asian market. By defining ACFC and its brand groups as distinct Archetypes, we aim to forge intimate connections with the target audience, recognizing that intimacy is the cornerstone of enduring relationships.    For any queries or to request a presentation, please do not hesitate to contact me at wd.williamdo@gmail.com.

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