Are you a luxury brand trying to go global?
Are you working on your first global marketing campaign and want your wider audience to understand your brand?
Brands spend hundreds of millions of their marketing budget on promoting their brands annually. Yet the biggest corporations have been unsuccessful at promoting their brands internationally. Their marketing campaigns have been mistranslated and have turned out to be rather confusing to many and also offensive to their target audience in other countries.
When it comes to launching your brand globally, it is essential to avoid word-for-word translation of your brand’s message. Localisation is key when you launch your brand internationally. Below are a few reasons why luxury brands must create multilingual marketing content.
a. Sell to your target market in other countries using their native language.
The current and future growth of fashion industry will widely depend on emerging economies, that include BRIC countries (Brazil, Russia, India, China) as well as, Turkey, Kazakhstan, and the United Arab Emirates. The common thing between these countries is they do not communicate or speak in common languages that are spoken in the Western world. It is very important to create a localised marketing campaign in other countries so that your target market can connect with your brand and product.
b. Marketing luxury products needs localisation.
It is important not to underestimate the power of language when you are out to promote your luxury apparel or brand in the world. Besides localising your promotional content, you should also translated your website into other languages so your audience can understand your brand. The most successful global companies have understood the importance of localisation and have completely imbibed their brand in the local flavor.
c. Use Professional Translation and Localisation Companies
Now that you understand why translation is a must for luxury brands who want to go global. But before you begin, remember that translation should always be manual and done with the target audience in mind. The goal of localisation should be to preserve the brand message and simultaneously appeal to the global target market in their native language.
Fashion industry content is incredibly diverse, and includes marketing content, such as, taglines, product descriptions, labels, and much more. Localising content through experts ensures market penetration and global expansion for your luxury brand. In fact translation is considered to be an asset that helps a luxury brand continue to grow in value, for years to come.
TranslationInLondon is a language service provider (LSP) based in London, providing brands superior corporate translation services meet their translation and localisation needs. The team comprises of friendly, professional and experienced linguists with relevant industry knowledge who are experts at providing tailored language solutions for an ever growing list of international clients.