Fashion industry translations 2020-01-23T14:51:16+01:00

Fashion Industry Translations and Transcreation

Imagine you work in the Communications Office of a prestige brand and you have to commission fashion industry translations for the launching of a new product on the international market: even without knowing it, you are commissioning a so-called Transcreation. This is the production of communicative material by translation with creative adaptation, achieved through advertising copywriting techniques, to re-calibrate messages and adapt them to the target cultural setting.

In a market of this type we cannot expect to resolve the need for a language service simply by asking for professional fashion industry translations in the strict sense. The availability of Mother-Tongue Translators certainly helps to get the designers’ key messages across, but we cannot expect to communicate or even translate for ready-to-wear just by slavishly reproducing sequences of words and syntax. This is why Transcreation is becoming more and more common.

Fashion industry translations
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How to translate for fashion (and what we don’t translate)

When we translate for the fashion and luxury segment we have to move between two poles: the maximum freedom typical of “creative translators” and the minimum change to untranslatable content. Nowadays, documents translated in the Fashion and Luxury sectors increasingly display a large percentage of Anglicisms, so for a freelance translator or a language services agency there is always the dilemma: do we translate or leave it in the original language?

It may seem senseless to leave terms in the original language. And yet those working, for example, on a translation for the online fashion sector often have to interface with fashion bloggers who leave a lot of words in the original language. What should they do, then: not translate? The solution is to aim for a “fresh”, immediate communication able to convey emotions and not just straightforward product specifications.

Fashion industry translations

The specialist readership of contents translated for the fashion industry

Not only press releases and glossy brochures: fashion translation increasingly consists of product-sheets, so much so that translating is done also for the buyers. These specialists act as commercial intermediaries and must therefore consult product data-sheets that are carefully translated but nevertheless “toned” in an emotional message.

This is familiar to those who have to promote Italian-made products: if a touch of creativity is not used in translating promotional materials, from clothing to cosmetics (not forgetting when we translate for the footwear industry), we are unlikely to succeed in establishing a specialised marketing strategy, i.e. one calibrated to the reference cultural setting.

Fashion industry translations ultima modifica: 2015-05-21T19:10:41+02:00 da Annalisa Occhipinti

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