Luxury Brands in Translation: Focus on China, Russia & Saudi Arabia

Sergio Rossi

When it comes to luxury brands, one of the biggest challenges for global marketers is translating values such as excellence or desirability into a content that would convey the brand reputation or its heritage across different countries and cultures. As luxury products are crafted to the finest detail by creative designers and artisans, the language…

Translating Fashion Copy: How it Changes Across Cultures

  The fashion industry is undoubtedly an international and highly globalised sector nowadays. Nevertheless, fashion brands still need to localise their products, as well as advertising and marketing copy, in order to suit customers’ specific needs around the world. Fashion translation plays a vital role in this process, especially for luxury brands whose values are…

Fashion Translation: How to Make Fashion Statements in Any Language

  From product descriptions to brand catalogues, websites and in-store materials, fashion copy must fascinate and inspire. That’s why fashion brands have to find their own unique, distinctive writing style and tone of voice. But that’s not all. Then there’s terminology. People often think that fashion copy is just about style, evocative imagery, metaphors and…