DAFC – the pioneering unit that brought the world's leading luxury brands (such as Hermès, Cartier, Saint Laurent, etc.) to the Vietnamese market.

With in-depth experience in brand consultancy and a deep understanding of luxury consumer psychology in Vietnam, Bo Cong Anh partnered with DAFC to reshape the brand's positioning, transforming DAFC from a distributor into a powerful symbol of luxury experience in the domestic market.

The DAFC brand repositioning strategy was executed by Bo Cong Anh based on a profound comprehension of three core elements of the luxury goods industry: Scarcity, Heritage, and Exclusivity.

With a clear strategic roadmap from market analysis to identity deployment and integrated communications, Bo Cong Anh believes this repositioning project will help DAFC to:
1. Consolidate Brand Authority/Power in the Vietnamese market.
2. Increase the loyalty of the elite customer segment.
3. Expand the profit margin through a value-based strategy instead of price-based.