Chanel S.A., commonly known as Chanel, is a Parisian fashion house founded by the late couturier Coco Chanel, recognised as one of the most chic in haute couture.
Specialising in luxury goods (haute couture, ready-to-wear, handbags, perfumery and cosmetics among others), the Chanel label has become one of the most recognised names in the luxury and haute couture fashion industry.
Understanding what defines Chinese luxury to adapt a text successfully
Eurologos Shanghai was extremely proud to recently assist the world renowned fashion label Chanel in the translation of a number of their press releases and marketing materials.
As English and Chinese are two such diverse languages, a mere literal translation is never sufficient in any context, and marketing-related texts for luxury products—moreover abstractly written—are no exception, requiring careful adaptation, sometimes even complete departures from the original source meaning, in order to make them appropriate and appealing within the unique Chinese reality.
In selecting the team to tackle this task (translator plus reviser of course!), our main aim was not only to find translators with experience within the luxury fashion brand realm, but translators who truly understood what defines ‘Chinese’ luxury—only by utilising translators with this knowledge and skill could we guarantee the Client texts not only translated but truly adapted, suitably and accurately, to the local market.
Knowing very well that the task at hand was not an easy one, upon delivery of the translation, we promptly reminded Chanel of our complete availability to follow-up any modifications that may be required to the text following their own internal review—an often un-emphasised, but key step in the translation process.
The Client did in fact return to us with a series of modifications (not errors may we emphasise, merely the Client’s personal preference of one form of expression and/or term over another), which we were glad to promptly follow-up for the successful completion of the translation.