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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

10 Food packs we DIDN’T translate

Translating food packaging isn’t easy – we should know because we do over a thousand products a week. These guys have got it so wrong its funny but could you imagine your product on shelf saying something stupid in a different language? Nor could we, give us a call and we’ll sort it out for you.

For now… here are the top ten disasters we’ve seen this week. In no particular order… Read more

Translating connected packaging

Connected Packaging: The Next Big Thing?

The increasingly complex challenges faced by today’s retail industry have been well documented of late – challenges which are often compounded when exporting.

Brands and retailers need to address rapidly changing consumer behaviours and expectations, as well as respond to the pressures of speedy delivery, regulatory demands and fluctuating exchange rates – just to survive in these unpredictable times.

So the search is on to identify and implement the very best of the latest innovative technology solutions – those which can be scaled up to suit international trading conditions and engage directly with consumers wherever they may be.

One of the routes currently being explored is connected packaging. Here at K International’s Retail Division, we can see some exciting potential uses for our clients, should this become accepted practice… Read more

Packaging regulation after Brexit

Translating packaging in a post-Brexit regulatory environment

After a stormy few weeks, the dust following the UK’s vote for Brexit is starting to settle. However, with the form that Brexit will actually take still unclear and much wrangling over the TTIP deal with the US still ahead, international trade is facing a period of uncertainty.  For industries as diverse as food and drink, pharmaceuticals and cars, this lack of confidence in what the future holds is affecting investment and, naturally, feeds into business decisions on launching products into international markets. Read more

Export packaging: does yours tick all the boxes

Export packaging: does yours tick all the boxes?

There’s no getting away from it: we live in a global marketplace. Despite some questioning the notion that globalisation is always for the common good, the vast majority of businesses will continue to look beyond their borders to grow revenues inline with their ambitions.

Once the preserve of big corporations, international trade is now so much more accessible, thanks to better communications, improved supply chains, faster payment infrastructures and, of course, the advent of e-commerce.

So it’s a particularly exciting time for SMES who, almost from the get-go, can start branching out and sell products overseas. However, increased opportunities like this usually come with increased challenges and risks. This is, perhaps, especially true for smaller companies which may not be as well prepared as their more established counterparts.

One such challenge is complying with the varied demands of food packaging regulations in all your target markets. Read more