18 The Linguist Vol/63 No/1
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How to fashion the perfect text when translating product
descriptions for clothing brands. By Adriana Nesheva
P
roduct descriptions are a crucial
component of fashion brands. While
some may consider them boring or
unnecessary, they can play a significant role in
the purchasing decisions of consumers. When
selecting apparel, many want to know more
about the products, including details about
the material, size and availability. Incomplete
or unclear product descriptions, or a lack of
localised versions in the consumer's native
language, can lead to lost sales or even legal
implications. A misleading translation could,
for example, lead to lawsuits or regulatory
actions for misselling or false advertising.
Translating product descriptions for fashion
brands can be a challenging task. Translators
are expected to engage target consumers in
the same way as the source-language
creatives. Choosing a customised approach is
key. Brand style, tone of voice, market
differences, conversions, visual content
localisation and using the right keywords are
some of the things that translators should pay
attention to. Transcreation is the best
approach and storytelling is an essential
element. This can be tailored to the specific
geography, psychology and preferences of
consumers in the target market.
The strategies I implement in my daily
work as a translator for the Bulgarian market
include incorporating elements from Bulgarian
folklore, using humour, focusing on emotions
to engage consumers, making references to
Bulgarian landmarks and keeping the text
straightforward. For example, I might
describe a dress as reflecting the colours and
patterns of traditional Bulgarian costumes, or
a pair of shoes as comfortable and durable
enough to dance the horo (traditional folk
dance). By using these techniques, I aim to
Wear your client's shoes
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