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Translating for luxury brands

Localizing Luxury Brands

China is now the world’s second largest consumer of luxury goods (USA is first, Japan is 3rd). As the world economy grows the centre of gravity of the global middle class shifts eastwards, with this shift your customers are changing, managing a luxury brand is not what it used to be.

The key to marketing a luxury brand is the considered and precise use of language to ensure that the target market is reached. Translating existing content with a full appreciation of the colloquial and cultural implications of the text is therefore vital to an effective expansion strategy.

The style and register is always paramount – never more so than when seeking to influence the purchasing intent of foreign markets. After all, if it was as simple as running the words through Google Translate there would be little need for a strategic multi-market plan. Irrespective of the product, service or demographic, in order to effectively promote on a multinational platform, it is therefore vital that the textual content is translated with a complete linguistic understanding of each specific market. Read more

Food retail trends in Italy

Current Trends in Italy’s Food Retail Market

So how do Italians buy food, really? If you’re thinking of food markets in every town, brimming with people buying organic meat and vegetables directly from farmers, you may be in for a partial disappointment. In today’s Italy, most people buy their food at the supermarket.

That’s not to say that love for good food has disappeared. Modern life may be less bucolic, but supermarkets in Italy have come a long way in the pursuit of quality.

What an Italian supermarket looks like

At first glance, Italian supermarkets are very similar to any store in the UK. However, if you take a closer look you’ll notice that some products occupy a different amount of shelf space. For example, you could find:

  •  A limited choice of butter and a wider choice of olive oil
  • Lots of different brands of mineral water
  • Almost no presence of foreign wines
  • A wider choice of local ham and cheese
  • More calf and less lamb meat. Although less common, horse and rabbit can also be found.

At the same time, you could recognise many current food trends: vegan, vegetarian, gluten-free, organic, etc. Read more

Translation Value

Translation: Price is what you pay, Value is what you get

Picture the scene, it’s the weekend, the sun is shining, not a cloud in the sky, a perfect day for a leisurely drive. About an hour into your jaunt around the local country roads, you notice a strange clunking sound coming from under the bonnet. It looks like a trip to the garage is in order. Once you get home you call the guy (or girl) you always call when your car needs attention. You drop it off at the garage and wait for the workshop to call, what are the first three things you want to learn from that call?… Most people would likely answer along the lines of “can they fix it, what is it going to cost and how long is it going to take”, probably in that order.

Now you are probably wondering what going for a drive and suffering an impending breakdown has to do with anything, well I’ll get to that. About a year ago I was talking to a chap in a pub, the best stories always start with that line right? His name is Dave, you wouldn’t say he was anything out of the ordinary, casually dressed, glasses, drives a van, all very run of the mill, he wouldn’t mind me saying that he’d probably agree. Anyway, I sat at the bar waiting for my friends to finally show up and just happened to strike up a conversation with him. He told me about how he works in a garage and has done probably longer than I’ve been alive, another classic line from the book of pub stories huh. Dave’s customers go through exactly the same ritual as I had you imagine at the beginning, but when it comes to that phone call, his customers have slightly different expectations. Read more

K International customer satisfaction results infographic

Customer Satisfaction Infographic

At K International, we are dedicated to providing the highest levels of customer service in the language industry. To make sure we are performing in line with these standards, we’ve been asking our active clients to complete a short satisfaction survey. So far we’ve had 174 complete responses and we are very pleased to share these intial results in the infographic below. Of course, there is always room for improvement, so we won’t be resting on our laurels – customer satisfaction is a defining quality of our organisation. You can read even more about what our customers think of the services we provide over on our testimonial page. Read more

K International at Retail Week Live

Localisation at Retail Week Live 2015

24th Retail Week Live – The best yet?

Leading retailers are gearing up for an exciting spring in the English Capital this year. The Hilton London Metropole will be the place to be on March the 11th and 12th as the venue plays host to the renowned exhibition, Retail Week Live, now in its 24th year.  I’m really looking forward to hearing from the industry’s top experts, and of course getting to meet up with a whole host of likeminded driven business leaders.

This year looks set to be a giant year for the exhibition, with more than 1000 attendees expected from all over the world. There should be a good mix of start-ups and elite retailers to give us all some good insights into what’s in store for the future of the retail industry. There are a number of presentations lined up focused on four key themes, The Consumer, The Brand, Retail Strategy and Innovation. I’ve selected a few of the key themes and presentations that I’m most looking forward to below. Read more

5 Lessons You Can Learn From the World's Biggest Businesses

International Expansion: 5 Lessons You Can Learn From the World’s Biggest Businesses

Sometimes it can seem like the world is smaller than ever – that we live in a global village where international borders mean little.

However, when it comes to international business expansion, the importance of cultural differences cannot be underestimated. Indeed, many businesses have found out the hard way that what works at home can go down very differently in a foreign market.

Here, we present five lessons you can learn from some of the world’s biggest businesses’ most notable successes and failures. Read more

UK export guide to France

Export Guide for France

Translation and localisation support plays a major role in a successful export strategy so K International is producing a number of country-specific export guides to provide your business with some helpful information. You can read the introduction and view other guides as they become available right here.

France is a country that embraces commerce, offering a dynamic, professional business environment in which companies have every opportunity to thrive. As a leading economic powerhouse, France is a member of the G7 (which was formerly the G8), as well as the OECD, European Union and World Trade Organization.

France’s proximity to the UK (the Strait of Dover is just 20.7 miles at its narrowest point) means that the two countries have long-standing business ties. Many UK companies look to France to begin their international trading ventures.

This France business culture guide has been written to support UK-based exporters with key details about exporting their goods and services to France.

Read more

Richard Brooks Guest Speaker at T10+ 2014

K International at T10+

K International are proud to be part of one of the largest business shows in Europe, comprising of The Business Show 2014, Going Global and the T10+, for companies with a turnover of £10 million pounds or more. Hosted in the historic Olympia exhibition centre, the event is set to draw in thousands of visitors looking to accelerate growth and develop their businesses.

As an industry leader in the field of business translation, K International is perfectly placed to assist both SMEs and large corporations leverage language to drive international growth.  Being able to communicate effectively is a vital factor in building relationships with your audience, wherever they are, so talking their language must be a priority when developing a successful international enterprise. K International provides a broad spectrum of language services specifically geared towards assisting the business sector in this regard.

Our partners include Marks & Spencer, Tesco, eBay, Amazon, Topps Cards and numerous departments within UK Government, to name just a few. If you too appreciate the value of being able to communicate and engage with your customers on their terms, our team are on hand to provide just what you need to deploy a successful, business focused, language strategy.

For more information you can visit us at the T10+ exhibition on stand W204 where our team will be able to discuss your requirements and answer any questions you may have.

In addition, our CEO, Richard Brooks is presenting in the Strategy Seminar hall at 13:15 on Friday the 28th. He will cover a number of subjects including creating an effective global communication strategy to help maximise ROI.

“As your venture grows the likelihood will increase that you’ll do business in overseas regions. Understanding consumers in these areas and effective communication must be top of your list of objectives. Making your products world ready is a process which has profound implications for the entire content supply chain. I will take you through the process of creating an effective global communication strategy to help maximise ROI on a global scale.”

 

Additional

Thank you to everyone who attended the presentation. The Q&A session afterwards was outstanding. We hope it helped you to take your business to new heights and new places.

The slide deck is now available on slideshare. Have also embedded it below.

 

15 Translation Resources for Retail Organisations

15 Translation Resources for Retail Businesses

Thanks to the close relationships we have developed with commercial brands, we have engineerd a set of proven localisation services specifically for the retail sector. Over the years we have gained an indepth knowledge of the retail sector and their translation requirements when it comes to getting products on shelf abroad.  While translation may only be a small part of the global sales process when viewed in isolation, its overall importance to the success of an international retail project cannot be underestimated . Here you can find 15 of our most popular retail translation focused resources, guides and articles that have been produced over the past few years. They will help to give you an understanding of the process of localisation and the role it plays in developing an international commercial business. Read more

Guide for UK companies exporting to the USA

Export Guide for The USA

Translation and localisation support plays a major role in a successful export strategy so K International is producing a number of country-specific export guides to provide your business with some helpful information. You can read the introduction and view other guides as they become available right here.

The United States of America (USA) is a welcoming business environment for UK companies. Its highly developed economy offers a range of economic opportunities for foreign companies. For UK businesses, the USA presents fewer linguistic difficulties than trading in many other countries (due to both nations speaking English), but localisation support is often essential in order for companies to appeal to US consumers.

This business culture guide has been written to help UK exporters in their business ventures in the US.

Read more