New Look retail translation case study

Better Languages worked with New Look from the mid noughties, helping them by providing expert retail translation, as a result of which, they were able to enter and succeed in new European markets. New Look are a major UK fashion retailer, and were already established in France. We worked with them on projects for new European territories, this resulted in them trading effectively in new markets.

We provided a variety of types of retail translation including the translation of product packaging, labelling, inserts, and marketing materials. Other technical areas of translation included point of sale information, HR materials, and store signage. As with many retailers, work was often high volume, and on tight deadlines; requiring the use of specialist retail translators.

Translation tone of voice

New Look position themselves at a fairly young demographic, and the correct tone of voice was particularly important in engaging with their customers. We worked hard to ensure that translations matched their brand guidelines, and that translators used an appropriate style and tone, resulting in engaging and interesting translation copy.

ISO: 9001 certified retail translators

We understand retail, having worked with many UK and international retailers since the 1980s. Our translation processes are in accordance with our ISO: 9001 quality management system, ensuring continuous improvement. We carefully craft all translation, using target language native professional linguists, and rigorously apply independent QA checking, resulting in highly accurate professional translation. Our Translation Managers account managed New Look projects, offering a convenient single point of contact. We provide this service to all our major retail clients, and also use the same translators and QA checkers wherever possible, to give consistency with previous translations.

Our retail translation work was characterised by:

  • Working closely with the in-house team and outside suppliers to ensure consistency and accuracy
  • The majority of our translators were in-country, ensuring up to date terminology
  • Fast turnaround, enabling the client to meet print deadlines
  • Translations were provided in a variety of formats including Word, Excel, PDF and Illustrator, giving the customer flexibility
  • Checking and signing off finished artwork, ensuring accuracy, and eliminating errors

We made a major change in 2006 by starting to use in-country translators, instead of our previous practice of using UK translators. We introduced this as fashion retail is fast changing, and it is important to use up to date in-country terminology. Translators who adopt English within the translation can sound quite trendy, which results in a better translation. We may well set a trend, as Retailers seek to differentiate their products with different cuts and styles. Our choice of a word or phrase, may well become adopted in the target language within the fashion retail industry.