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By William Do for ACFC
May 2024
MARCOM
PROPOSAL
Brand Substance
1.
Brand Positioning
2.
Strategy
3.
Online
4.
Extra ideas
5.
Conclusion
6.
BRAND SUSBSTANCE
W H Y ?
To be part of our customers’ life
celebration moments.
PURPOSE
by William Do - February 2024
Becoming the #1 fashion retailing
destination in Vietnam (and SEA).
VISION
by William Do - February 2024
Create personalized, parallel, and
enjoyable omnichannel shopping
experience. Repeat.
MISSION
by William Do - February 2024
C3
Community
Celebration
Convenience
VALUES
by William Do - February 2024
BRAND POSITIONING
W H O ? W H A T ?
ACFC
The clothing destination for every
style, every occasion.
VALUE PROPOSITION
by William Do - February 2024
GROUPS
1.
INDIVIDUALS
2.
COMMUNITIES
3.
AUDIENCE
by William Do - February 2024
The largest variety of fashion brands
available in Vietnam for every taste,
for everyone at one place.
USP
by William Do - February 2024
The House of Every Style
TAGLINE
by William Do - February 2024
STRATEGY
H O W ?
HUMANIZE ACFC
BIG IDEA
by William Do - February 2024
With its focus on e-commerce since
the pandemic, ACFC cannot and
should not be considered any longer
only as a retail distributor.
MORE THAN A DISTRIBUTOR
by William Do - February 2024
People get to you know
People are curious about brands
Emotional connection
People fall in love with brands
Price point
When you love you don’t count
Brand benefits
Opportunity
ACFC has the potential to
become a brand
by William Do - February 2024
Thus becoming a brand
5 Reasons to
focus on
distributor
branding
increased company equity for investors,
acquisitions, or succession planning.
a stronger platform for talent attraction
and retention
A foundation for private-label product
line
a platform to stand on that’s not
dependent on brands you distribute
strengthens the company through
changing market conditions
by William Do - February 2024
ARCHETYPES
STRATEGY
by William Do - February 2024
“An archetype is a pattern that connects the
people of the world across time and culture.
In writing, archetypes are characters or
symbols that are recognizable irrespective of
their place or time of origin”.
WHAT IS AN ARCHETYPE?
by William Do - February 2024
Timeless
Universal
Instinctive
Appealing
Archetypes help the target forming
a connection with the brand
by William Do - February 2024
The Ruler
The Professional ($$)
Dockers Mango Parfois
Polo RL French C Sisley
Stylish clothing with
clean cuts for both men
and women,
monochrome
Elegant, premium,
stylish clothing for
urban women + men
Young women’s
accessories + clothing,
vribrant, colorful
Masculine, premium
clothing, authentic
khaki, young men
Classy american
heritage apparel for
men and women,
signature polo knit
The Executive ($$-$$$)
Banana R
high-end clothing and
basics, carrying suits,
personal care, and
intimates
Fashion conscious
women, lifestyle brand
+ men, kids
by William Do - February 2024
The Lover
The Cool Kids ($$-$$$)
Tommy H CK GUESS
Karl L Swavroski
Unique and innovative
jewelry for women,
high pricing
High quality,
quintessential
American style with a
twist, young target
Fashion centric, symbol
of young, bold &
adventurous lifestyle
Classy urban premium
apparel and
accessories,upper-
class, famous designer
The Star ($$$-$$$$)
signature jeans,
underwear for rich
urban upper class
youth
by William Do - February 2024
Every Man
Every generation ($-$$)
Gap Old Navy Cotton On
fast fashion, Australian
lifestyle, sustainability
focus, high presence in
Asia
Complete family store,
everyday clothes and
accessories for all
Family apparel,
affordable, casual,
aspirational brand in
Asia
OVS Levi’s Typo
Cotton:On group, all
sorts of accessories +
stationary + gifts,
collaborations
American culture,
original jeans brand,
revival in Asia,
subcultures
Classy urban premium
apparel and
accessories for upper-
class
OWNDAYS
Japanese eyewear,
creaftmanship, in-
house brands, high
quality,
SUNNIES S
Filiipino eyewear,
inexpensive, famous
for sunglasses, low
brand penetration
FITFLOP
UK, ergonomic and
wellness footwear,
women customers,
rebranding phase
by William Do - February 2024
Caregiver
Hero
Leading sports
brand,international,
sponsor athletes,
inovvative products
Nike
The Parent ($-$$$)
Mothercare
Uk franchisee business,
clothing and products
for expecting mothers
& young children
The Champion ($-$$$)
by William Do - February 2024
ACFC
INNOCENT
EVERY MAN
HAPPINESS
SPONTANEITY
OPTIMISM
POSITIVITY
UNCONDITIONAL LOVE
DESIRE: To experience paradise
CONNECTION
TOGETHERNESS
EQUALITY
COMMUNITY
INCLUSION
DESIRE: Connection with others
by William Do - February 2024
of our purchasing decisions
are made in the subconscious mind”
Harvard School Professor - Gerald Zaltman
by William Do - February 2024
Community: Family, friends, colleagues
1.
Celebration: Public holidays, graduation,
karaoke night, company party
2.
Convenience: Stores proximity in cities, In-
app/website shopping, delivery,
3.
THEMES
by William Do - February 2024
Honest, positive, and down-to-earth
communications with a touch of joy
and laughter.
=> Focused around simple moments
shared by all Vietnamese individuals.
COMMUNICATIONS
by William Do - February 2024
THE BENCHMARK
by William Do - February 2024
CELEBRATE IN STYLE!
A SPARK OF STYLE!
EVERY STYLE IN STOCK
"Get ready to rock any event with the perfect
outfit! We've got you covered with our amazing
collection of trendy and comfortable clothes that
will make you look and feel fabulous! So
whether it's a formal dinner or a casual
hangout, just pick your favorite outfit and slay
the day like a boss!"
by William Do - February 2024
GAP Levi’s
OVS
Tommy CK
Dockers
Every Style In-stock
Polo RL Banana
Mango Parfois
GAP Nike
Mango Owndays
Dockers
Levi’s Cotton
On
Old
Navy
Every Style In-stock
Mother
care Typo
ACFC
BRAND
ARCHETYPE
50%
30%
20%
MARCOM PRIORITY
by William Do - February 2024
KOLs
ARCHETYPE AMBASSADOR
by William Do - February 2024
SELECTING KOLs
Does the KOL fit the brand image?
1.
Can the KOL drive the brand, and
sales forward?
2.
Is he or she willing to work with us
as a partner?
3.
by William Do - February 2024
The selected KOL needs to organically fit the
associated brand
The Ruler
KOL
Shop the Look
Complementary pieces
Interview
KOL favorite pieces
Weekend favorites
Website Social
Media App
All T
he Way
Archetypes can act as
shortcuts for consumers
to build an emotional
attachment to brands thus
to ACFC.
by William Do - February 2024
Quang
Đại
Sisley
Quỳnh
AnhShyn
Tommy H
“Archetypes are inherently aspirational,
helping consumers create their own identities
and live vicariously through a brand. They
represent how we would like to see ourselves in
the world, fostering the belief that we too can
be a hero if we buy some Nikes, or have
enduring love if we gift fine chocolates. “
by William Do - February 2024
THE HOUSE OF EVERY STYLE
Seasonal
family
look
ONLINE
W H E R E ?
1. LOADING SPEED
People have a short attention
span
2. LOYALTY PROGRAM
Simple, immediate benefits
3. CREATIVE DIRECTION
Archetypes all the way
Reminder
ACFC standards and
services should apply
equally off/online
by William Do - February 2024
SEO
by William Do - February 2024
Poor
Performance
by William Do - February 2024
Poor
Performance
by William Do - February 2024
TOO
COMPLEX
by William Do - February 2024
Kotn is a Canadian clothing brand whose
products are made in the Nile Delta. Quality
basics made of 100% Egyptian cotton make the
core of its product mix.
Kton.com
by William Do - February 2024
Fast
loading
Native
content
Aloyoga.com
by William Do - February 2024
Loyalty
Program
1% improvement is an improvement
Small changes
bring big
results
Apply ABC method
Categories: best sellers, last
pieces, start your wardrobe
Catch trends faster + launch trend
More native content / ads
Use UGC, testimonials, own
content
by William Do - February 2024
SLIDE SHOW: ARCHETYPES / SALES / BIG NEWS / UU DAI TAI APP
50%
MEMBERSHIP
HOME
NU
NAM TRE EM CUA HANG
LAST ITEMS
TAI APP
BLOG
BEST SELLERS LATEST BLOG
POST / NEWS
UGC / TESTIMONIALS / SOCIAL MEDIA / LATEST COMMENTS / LAST BOUGHT
BRAND A BRAND B
NEW ARRIVAL
BRAND C BRAND D
by William Do - February 2024
EXTRA IDEAS
W H Y N O T ?
“I’am a fashionista, so of
course I...”
CATCH TRENDS FASTER
by William Do - February 2024
IN-STORE EXPERIENCE
BOOK A STYLIST TO HELP YOU SHOP
by William Do - February 2024
ONLINE EXPERIENCE
LIVESTREAM WITH KOLS
THE HOUSE OF EVERY STYLE
by William Do - February 2024
ACFC x NINJA VAN
UNEXPECTED COLLABORATIONS
by William Do - February 2024
COMPANY SOCIAL RESPONSIBILITY (CSR)
by William Do - February 2024
CONCLUSION
W H E N ?
Brand Archetypes are for where
ACFC is heading (not what ACFC has
historically represented in the past).
KEY TAKEAWAY
by William Do - February 2024
UNIFY
Build further foundations
for later new business
prospects (i.e. home
brand, international
markets)
Long
Term
Short
Term
IDENTITY
PARTNERSHIP
MARKET
LOYALTY
PROSPECT
Simplify & unify all
marcom efforts across
all channels, for better
impact, unique voice
Clarify ACFC's brand
identity with the
audience and build a
stronger connection
ACFC will attract
strategic opportunities
in terms of investment,
collaborations
Higher market
penetration, solidify
existing customer base
while expanding
People enjoy buying
from brands.
People enjoy working for
brands.
by William Do - February 2024
THANK YOU
I F Y O U W O U L D L I K E A P R E S E N T A T I O N
P L E A S E , C O N T A C T M E A T
W D . W I L L I A M D O @ G M A I L . C O M O R
L I N K E D I N . C O M / I N / D O W I L L I A M

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MARCOM Proposal for ACFC Vietnam May 2024

  • 1. By William Do for ACFC May 2024 MARCOM PROPOSAL
  • 4. To be part of our customers’ life celebration moments. PURPOSE by William Do - February 2024
  • 5. Becoming the #1 fashion retailing destination in Vietnam (and SEA). VISION by William Do - February 2024
  • 6. Create personalized, parallel, and enjoyable omnichannel shopping experience. Repeat. MISSION by William Do - February 2024
  • 8. BRAND POSITIONING W H O ? W H A T ?
  • 9. ACFC The clothing destination for every style, every occasion. VALUE PROPOSITION by William Do - February 2024
  • 11. The largest variety of fashion brands available in Vietnam for every taste, for everyone at one place. USP by William Do - February 2024
  • 12. The House of Every Style TAGLINE by William Do - February 2024
  • 14. HUMANIZE ACFC BIG IDEA by William Do - February 2024
  • 15. With its focus on e-commerce since the pandemic, ACFC cannot and should not be considered any longer only as a retail distributor. MORE THAN A DISTRIBUTOR by William Do - February 2024
  • 16. People get to you know People are curious about brands Emotional connection People fall in love with brands Price point When you love you don’t count Brand benefits Opportunity ACFC has the potential to become a brand by William Do - February 2024
  • 17. Thus becoming a brand 5 Reasons to focus on distributor branding increased company equity for investors, acquisitions, or succession planning. a stronger platform for talent attraction and retention A foundation for private-label product line a platform to stand on that’s not dependent on brands you distribute strengthens the company through changing market conditions by William Do - February 2024
  • 19. “An archetype is a pattern that connects the people of the world across time and culture. In writing, archetypes are characters or symbols that are recognizable irrespective of their place or time of origin”. WHAT IS AN ARCHETYPE? by William Do - February 2024
  • 21. Archetypes help the target forming a connection with the brand by William Do - February 2024
  • 22. The Ruler The Professional ($$) Dockers Mango Parfois Polo RL French C Sisley Stylish clothing with clean cuts for both men and women, monochrome Elegant, premium, stylish clothing for urban women + men Young women’s accessories + clothing, vribrant, colorful Masculine, premium clothing, authentic khaki, young men Classy american heritage apparel for men and women, signature polo knit The Executive ($$-$$$) Banana R high-end clothing and basics, carrying suits, personal care, and intimates Fashion conscious women, lifestyle brand + men, kids by William Do - February 2024
  • 23. The Lover The Cool Kids ($$-$$$) Tommy H CK GUESS Karl L Swavroski Unique and innovative jewelry for women, high pricing High quality, quintessential American style with a twist, young target Fashion centric, symbol of young, bold & adventurous lifestyle Classy urban premium apparel and accessories,upper- class, famous designer The Star ($$$-$$$$) signature jeans, underwear for rich urban upper class youth by William Do - February 2024
  • 24. Every Man Every generation ($-$$) Gap Old Navy Cotton On fast fashion, Australian lifestyle, sustainability focus, high presence in Asia Complete family store, everyday clothes and accessories for all Family apparel, affordable, casual, aspirational brand in Asia OVS Levi’s Typo Cotton:On group, all sorts of accessories + stationary + gifts, collaborations American culture, original jeans brand, revival in Asia, subcultures Classy urban premium apparel and accessories for upper- class OWNDAYS Japanese eyewear, creaftmanship, in- house brands, high quality, SUNNIES S Filiipino eyewear, inexpensive, famous for sunglasses, low brand penetration FITFLOP UK, ergonomic and wellness footwear, women customers, rebranding phase by William Do - February 2024
  • 25. Caregiver Hero Leading sports brand,international, sponsor athletes, inovvative products Nike The Parent ($-$$$) Mothercare Uk franchisee business, clothing and products for expecting mothers & young children The Champion ($-$$$) by William Do - February 2024
  • 26. ACFC INNOCENT EVERY MAN HAPPINESS SPONTANEITY OPTIMISM POSITIVITY UNCONDITIONAL LOVE DESIRE: To experience paradise CONNECTION TOGETHERNESS EQUALITY COMMUNITY INCLUSION DESIRE: Connection with others by William Do - February 2024
  • 27. of our purchasing decisions are made in the subconscious mind” Harvard School Professor - Gerald Zaltman by William Do - February 2024
  • 28. Community: Family, friends, colleagues 1. Celebration: Public holidays, graduation, karaoke night, company party 2. Convenience: Stores proximity in cities, In- app/website shopping, delivery, 3. THEMES by William Do - February 2024
  • 29. Honest, positive, and down-to-earth communications with a touch of joy and laughter. => Focused around simple moments shared by all Vietnamese individuals. COMMUNICATIONS by William Do - February 2024
  • 30. THE BENCHMARK by William Do - February 2024
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  • 34. A SPARK OF STYLE!
  • 35. EVERY STYLE IN STOCK
  • 36. "Get ready to rock any event with the perfect outfit! We've got you covered with our amazing collection of trendy and comfortable clothes that will make you look and feel fabulous! So whether it's a formal dinner or a casual hangout, just pick your favorite outfit and slay the day like a boss!" by William Do - February 2024
  • 47. SELECTING KOLs Does the KOL fit the brand image? 1. Can the KOL drive the brand, and sales forward? 2. Is he or she willing to work with us as a partner? 3. by William Do - February 2024
  • 48. The selected KOL needs to organically fit the associated brand The Ruler
  • 49. KOL Shop the Look Complementary pieces Interview KOL favorite pieces Weekend favorites Website Social Media App All T he Way Archetypes can act as shortcuts for consumers to build an emotional attachment to brands thus to ACFC. by William Do - February 2024
  • 51. “Archetypes are inherently aspirational, helping consumers create their own identities and live vicariously through a brand. They represent how we would like to see ourselves in the world, fostering the belief that we too can be a hero if we buy some Nikes, or have enduring love if we gift fine chocolates. “ by William Do - February 2024
  • 52. THE HOUSE OF EVERY STYLE Seasonal family look
  • 53. ONLINE W H E R E ?
  • 54. 1. LOADING SPEED People have a short attention span 2. LOYALTY PROGRAM Simple, immediate benefits 3. CREATIVE DIRECTION Archetypes all the way Reminder ACFC standards and services should apply equally off/online by William Do - February 2024
  • 55. SEO by William Do - February 2024
  • 58. TOO COMPLEX by William Do - February 2024
  • 59. Kotn is a Canadian clothing brand whose products are made in the Nile Delta. Quality basics made of 100% Egyptian cotton make the core of its product mix. Kton.com by William Do - February 2024
  • 62. Aloyoga.com by William Do - February 2024
  • 64. 1% improvement is an improvement Small changes bring big results Apply ABC method Categories: best sellers, last pieces, start your wardrobe Catch trends faster + launch trend More native content / ads Use UGC, testimonials, own content by William Do - February 2024
  • 65. SLIDE SHOW: ARCHETYPES / SALES / BIG NEWS / UU DAI TAI APP 50% MEMBERSHIP HOME NU NAM TRE EM CUA HANG LAST ITEMS TAI APP BLOG BEST SELLERS LATEST BLOG POST / NEWS UGC / TESTIMONIALS / SOCIAL MEDIA / LATEST COMMENTS / LAST BOUGHT BRAND A BRAND B NEW ARRIVAL BRAND C BRAND D by William Do - February 2024
  • 66. EXTRA IDEAS W H Y N O T ?
  • 67. “I’am a fashionista, so of course I...” CATCH TRENDS FASTER by William Do - February 2024
  • 68. IN-STORE EXPERIENCE BOOK A STYLIST TO HELP YOU SHOP by William Do - February 2024
  • 69. ONLINE EXPERIENCE LIVESTREAM WITH KOLS THE HOUSE OF EVERY STYLE by William Do - February 2024
  • 70. ACFC x NINJA VAN UNEXPECTED COLLABORATIONS by William Do - February 2024
  • 71. COMPANY SOCIAL RESPONSIBILITY (CSR) by William Do - February 2024
  • 73. Brand Archetypes are for where ACFC is heading (not what ACFC has historically represented in the past). KEY TAKEAWAY by William Do - February 2024
  • 74. UNIFY Build further foundations for later new business prospects (i.e. home brand, international markets) Long Term Short Term IDENTITY PARTNERSHIP MARKET LOYALTY PROSPECT Simplify & unify all marcom efforts across all channels, for better impact, unique voice Clarify ACFC's brand identity with the audience and build a stronger connection ACFC will attract strategic opportunities in terms of investment, collaborations Higher market penetration, solidify existing customer base while expanding People enjoy buying from brands. People enjoy working for brands. by William Do - February 2024
  • 75. THANK YOU I F Y O U W O U L D L I K E A P R E S E N T A T I O N P L E A S E , C O N T A C T M E A T W D . W I L L I A M D O @ G M A I L . C O M O R L I N K E D I N . C O M / I N / D O W I L L I A M