London Fashion Week 2017 has drawn to a close after showcasing many of the UK’s finest emerging and established fashion brands. It offers these brands tremendous exposure, with every seam and cut discussed in detail online. However, does this attention translate globally?
The problem is that the majority of this coverage, attention and output is in English. The reality of the global market, however, is that English is not as widely used as many think. In fact, only 28% of people online speak English , so getting a brand’s message across is not as simple as it may at first seem.
The internet is a natural home for fashion, offering instant access to a global market hungry for the very latest products. Leading to events like London Fashion Week live streaming shows and using social media to create ‘hype’ more efficiently and effectively than ever before to exploit this.
However, brands often overlook just how challenging it is to communicate with these global markets. Online, over 90% of consumers prefer their own language , which means having output in just one language (such as English) may not be enough for many brands.
If a brand has spent considerable time building a reputation for style, innovation or other values that are relevant to the consumers they are targeting, then they need to be sure that this translates. Under these circumstances, one language or simple, direct translation into the desired languages may be insufficient.
Getting these more intangible brand elements and values across to your audience requires more understanding and more creativity.
Brands working in a global market need to be sure that their translated messages promote their ethos and beliefs while remaining sensitive to local cultural and social expectations. This is exactly what localisation and transcreation services are designed to do.
So, any brands wanting to translate London Fashion Week attention and excitement into global success need make sure they consider their audience. If their brand has a message or attitude it wants to convey, then using right words and tone in the right language is imperative. As sometimes such nuanced messages can get lost in translation (or lack of), if not done with consideration.
admin February 20th, 2017
Posted In: Localisation
Codex Global Limited a leading European language service provider with offices in UK, Europe and The Middle East has been awarded the accolade of best localisation partner for Ricoh the international business services company with its European headquarters in Holland. Codex provides translation, proofreading and multilingual art working for Ricoh in up to 25 languages.
Presenting the award to Codex Global project manager Alessia Acquarone on behalf of the Mr. Takashi Munakata Sr. Manager ELC Ricoh Europe (Netherlands) BV, Rupert Foster the Codex MD said;
“Everyone at Codex is delighted by this achievement for the second year in a row. We would like to thank all the Ricoh project managers for their help in building the excellent working relationship that has facilitated this award.”
Amsterdam, The Netherlands in January at the HQ for Ricoh Europe
admin January 27th, 2017
Posted In: Localisation
Codex Global Limited, a leading European language service provider with offices in UK, Europe and The Middle East, has been awarded the accolade of best localisation partner for Ricoh, the international business services company with European headquarters in Holland. Codex provides translation, proofreading and multilingual artworking for Ricoh in 25 languages.
Presenting the award to Codex Global project manager Jiaqu Xu on behalf of the Ricoh management, Rupert Foster the Codex MD said; “Codex is utterly committed to providing its customers with quality work, delivered in budget, on schedule and using the latest technology. It is tremendous to receive this award in recognition of our commitment to best practice in our industry”.
admin October 3rd, 2016