Since 2016, a globally recognized shoemaker and online retailer has partnered with LanguageLine Solutions to elevate its international e-commerce presence.
Operating in over 75 countries, this iconic brand understands the importance of providing a localized customer experience. With a reputation for quality craftsmanship and trendsetting footwear, the company needed to ensure its online shopping experience was equally compelling—no matter the language or location.
LanguageLine has played a critical role in adapting product descriptions into multiple languages, helping the shoemaker connect with global customers in a culturally relevant and engaging way.
The Challenge: Translating Style Across Borders
As the shoemaker expanded its reach across Europe, it faced a complex challenge: How do you maintain brand voice and product appeal across multiple languages and cultures?
The company prioritized four core European languages—French, German, Spanish, and Dutch—to better reach key international markets. But simply translating words wasn’t enough. Product descriptions, which are essential for driving online sales, required nuanced adaptation to reflect local cultural preferences, fashion sensibilities, and linguistic nuances.
Terms like “pumps,” “galoshes,” or even “combat boots” don’t always have direct equivalents in other languages. Moreover, English product names like London Lights and London Rain resonate strongly with a UK audience, but do not carry the same emotional or contextual relevance in Spain or the Netherlands.
The need was clear: Every three months, as the company launched new seasonal footwear lines, dozens of new product descriptions needed to be translated and localized on tight deadlines to maintain brand identity.
The Solution: Transcreation and Timely Turnaround
To meet the shoemaker’s needs, LanguageLine developed a highly specialized approach focused on transcreation, which is the process of local copywriting that adapts marketing messages for distinct cultures.
A dedicated team of native linguists was assigned to the account, each with experience in fashion and retail translation. These experts ensured that key descriptive terms such as “cozy” were conveyed in a way that reflected both the warmth of the product and the tone of the brand in the target language.
LanguageLine’s project management team implemented a structured workflow that enabled fast, reliable delivery of translations every quarter as new product lines were launched. Product descriptions were not only linguistically accurate but also emotionally engaging and culturally relevant. This was crucial for capturing interest and boosting online conversions.
The Result: A Seamless Global Shopping Experience
By partnering with LanguageLine, the shoemaker has been able to deliver a consistent and compelling customer experience across its international markets.
Localized product descriptions that reflect the tone, culture, and fashion language of each target audience have proven instrumental in increasing overseas sales. Whether a customer is shopping from Berlin, Barcelona, Amsterdam, or Paris, they are met with product content that feels native, thoughtful, and true to the brand.
The collaboration has enabled the company to release its new collections on time and with confidence, knowing that LanguageLine will ensure the messaging is on-brand and effective in every market.
Why It Worked: Key Factors in Success
- Cultural Adaptation: Transcreation helped tailor product names and descriptions to local markets, enhancing relevance and appeal.
- Consistent Brand Voice: Careful selection of tone and style preserved the shoemaker’s brand identity across languages.
- Agility: Quarterly product launches were supported with efficient, on-time translations.
- Dedicated Expertise: A project manager and linguists specialized in fashion ensured accuracy and resonance.
What the Client Said
“Following a recommendation from a colleague, we approached LanguageLine to help us with the localization of our product descriptions. Their professionalism, translation quality and great account management ensures we return to LanguageLine time and time again.”
— Retail Marketing Manager, International Shoemaker
Let’s Talk Solutions
LanguageLine has helped this global footwear brand speak to customers in their own language. We can help you do the same.
Ready to enhance your international customer experience and grow your e-commerce presence?
Call us at 1-800-878-8523 or email Translation@languageline.com to learn more.
