The Linguist

@CIOL_Linguists SPRING 2024 The Linguist 19 FEATURES create a captivating story that resonates with Bulgarian customers and makes them want to buy the product. Representing the brand Style and tone of voice are important aspects of fashion product descriptions, as they reflect the personality and identity of the brand. They also help to create a trustworthy relationship with customers and differentiate the brand from its competitors. Therefore it is essential to maintain the brand style, values and message across different languages and markets, while also adapting to the local culture and context. The translation into Bulgarian usually works well if it is descriptive yet conversational, written in a friendly, appealing and convincing tone. The language should be simple and easy to read. Let's take the example 'We are selling pre-loved men's and women's clothing, jackets, t-shirts, trousers, shirts, pants, jeans, sports items and shoes.' The transcreation might read: 'Предлагаме дамско и мъжко облекло втора употреба, както и якета, тениски, панталони, спортни артикули и обувки' (back translation: 'We offer women's and men's second-hand clothing, as well as jackets, t-shirts, pants, sports items and shoes). It may be obvious that the term 'pre-loved' has become 'second-hand' in Bulgarian, but I have also reorganised the sentence by adding 'as well as', because the original structure was lengthy and difficult to comprehend. Lastly, I substituted 'selling' with 'offer' to communicate a more refined and less promotional tone, thereby making the text more appealing to the Bulgarian audience. Special attention is required when it comes to idioms, as literal translation will often sound awkward or make no sense. Various techniques can be employed depending on the nature of the idiom, such as using equivalent expressions or culturally relevant alternatives. For example, I translated 'It's an investment in a garment that will stand the test of time' as Това е инвестиция в дреха, която винаги ще бъде актуална (back translation: 'It's an investment in a garment that will always be popular'). There is no direct equivalent for the idiom 'stand the test of time', so I turned to cultural adaptation to convey the essence of the original. Market differences Addressing market differences is of the utmost importance. There could be different regulations, legislation and authorities, so being aware of the regulations in the target market is essential. For example, a client's UK-based returns policy cannot be translated directly for the Bulgarian market. Here, you need to adapt the text, taking into consideration factors such as warranties for fashion items, consumer protection laws and consumer rights. Consulting the client is a must; they probably have a returns policy in place for the target market or can collaborate with their local team to address the issue. Nonetheless, it is translators' responsibility to flag any misinformation or potential inaccuracies pertaining to the specific market. Additionally, you need to consider the cultural and social factors that may influence buying behaviour. For example, I may need to adjust the size charts, colour names, currency, payment methods, delivery options and customer service information. By doing so, I can create a product description that is not only accurate and compliant but also persuasive and engaging for Bulgarian shoppers. Let's compare the buying behaviours of consumers in the United States and Bulgaria when it comes to payments. In the US, consumers predominantly rely on credit card and digital payments, but this trend has only recently gained popularity in Bulgaria. In many regions of Bulgaria, cash payments, cash on delivery or specific local bank transfers remain prevalent. This tendency is influenced by the Bulgarian mindset, as people exhibit a degree of scepticism and are less inclined to trust unfamiliar brands. Another area where markets often diverge concerns measurements. Using imperial measures in a country that uses the metric system can be confusing and irrelevant. It can also make the product seem foreign and out of place, which is problematic when you consider that fashion labels want their product descriptions to make consumers feel that the item and text are specifically tailored for them. Conversions are not just a matter of accuracy but also of appeal. In Bulgarian, I would always say 10kg instead of 22lb to connect with the audience. If the consumer has to guess or convert units, it harms their experience and you will probably lose them. Painting the right picture Visual content localisation is another important aspect of our work. The colour, size, layout and format of images and buttons should be relevant to the culture of the target audience. Choosing the right image is crucial, as a picture can convey different meanings and emotions for different cultures. Entire marketing campaigns can be ruined if we are not aware of local cultural nuances. For THE ART OF PERSUASION Translators of fashion descriptions are tasked with persuading customers to buy the product. A picture can convey different emotions for different cultures (far left); while labels on clothing have to be accurate (left)

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