NEW YORK--(TransPerfect, the world’s largest privately held provider of language services and related technology solutions, recently hosted a panel discussion in New York to address the many challenges associated with globalizing consumer brands and growing sales in the international marketplace.)--
“The TransPerfect Retail/E-Commerce Localization Panel was enlightening on many levels. The panelists were knowledgeable and forthcoming about many of the challenges they’ve encountered in taking their brands global, and I learned a lot that I will be applying to what our organization does on a global scale.”
The event attracted more than 100 attendees from a diverse range of organizations that conduct business online, including: Accenture, American Eagle, Ashford.com, Avon, Bloomingdale’s, Casio America, Chico’s, Coach, Destination Maternity, Fruit of the Loom, Gap, Godiva, Gucci, J. Crew, Kenneth Cole, Limited Brands, Maidenform, Michael Kors, Nautica, New Balance, New York & Company, Oakley, Pitney Bowes, Puma, Redcats, Saks Direct, Sony, Tiffany & Co., Tory Burch, Tourneau, W.L. Gore, Walt Disney, and Yamaha Corporation.
While each of the panelists shared their unique perspective, mutual agreement was reached on several guiding principles that all retailers should consider when introducing a brand to new countries and new language markets, or when globalizing their online presence. These measures include:
- Create and strictly follow a terminology glossary and style guide for all translated content, whether it’s website copy, in-store materials, or product packaging.
- An online presence is only one part of a complete global marketing strategy – elements like customer service interaction, both over the phone and in person, should be considered as part of the overall consumer experience.
- Translation and language services are strategic, can be a competitive advantage, and will help to increase the opportunity for international success.
Pamela Reed of Michael Kors noted, “The TransPerfect Retail/E-Commerce Localization Panel was enlightening on many levels. The panelists were knowledgeable and forthcoming about many of the challenges they’ve encountered in taking their brands global, and I learned a lot that I will be applying to what our organization does on a global scale.”
“Being able to bring together so many people to be part of such a vibrant and engaging discussion is tremendously rewarding for us,” said TransPerfect Co-CEO Liz Elting. “Our primary goal here is to help increase awareness of the opportunities and challenges in global e-commerce. The expertise of the panelists really came through at this event, and hopefully that can help those who attended meet the challenges they face with some new tools and tricks.”
TransPerfect hosts panel discussions throughout the year addressing a variety of topics related to global business. Past locations have included San Francisco, Chicago, London, Barcelona, and Hong Kong.
With annual revenues of more than $350 million, TransPerfect is the world's largest privately held provider of language services and technology solutions. From offices in more than 80 cities on six continents, TransPerfect offers a full range of services in 170+ languages to clients worldwide. With an unparalleled commitment to quality and client service, TransPerfect is fully ISO 9001 and EN 15038 certified. TransPerfect has global headquarters in New York, with regional headquarters in London and Hong Kong. For more information, please visit our website at www.transperfect.com.