The Fashion eCommerce industry, expected to reach just under £29 billion in sales by 2022, is one of the fastest growing industries on the market. Similarly, in the US, the industry has accounted for 19.6% of the total fashion retail sales in 2016. The successfulness of the Fashion eCommerce depends largely on exports as a way of increasing revenue and on various localization practices, to seamlessly integrate products within local and international markets. This holds especially true for retailers of luxury goods and fashion, since the higher price point of their products requires a more personal, customised approach towards potential buyers. These business practices and market trends all signify that, for the Fashion eCommerce industry to expand and realise further profits, it needs to incorporate localization and consider the importance of translation practices for connecting with foreign markets and achieving growth across markets.
Not only has website localization proven to be a successful practice in increasing traffic and improving conversion rates, but it has also become the most optimal way for eCommerce businesses to improve their engagement with foreign clients. Customers highly appreciate the ability to gain information about a product in their own language and, by providing this kind of customization, a brand can easily differentiate itself from competitors within global markets. In fact, 55% of consumers have said that they only buy products from websites in their own language. For retailers, content translation is the most straight-forward way to establish their reputation within the foreign markets.
Search and Display Campaigns
Digital advertising is important in the process of customers discovering a retailer’s carefully translated and localized website content. However, in order for a search and display campaign to be a success, the adverts and landing pages themselves need to be translated according to the requirements of the particular audience. When the linguistic and cultural differences are taken into consideration, an eCommerce business is looking at more than 20% of an increase in conversion rates.
Western fashion eCommerce businesses need to pay attention to the fast pace with which other world markets are growing and adjust its globalization strategies accordingly. The eCommerce market in China, for instance, has one billion internet users and, as it continues to evolve, more business opportunities will become available for international brands. China, which is a top destination for British export, can offer a lucrative market for high-fashion clothing and footwear, however, that is provided the fact that effective communication between both sides has been established. Online retailers suffer from language being a barrier for negotiating the terms of exporting products. However, the services of professional translators can facilitate reliable communication between the international organisations and, therefore, contribute to increased export and revenue.
For many customers, the main incentive for purchasing fashion goods is their emotional and aesthetic value. Therefore, it is imperative for Fashion eCommerce organisations to know how to attract and retain loyal customers, not only locally, but also within the international markets they are targeting. Since fashion nowadays is an integral part of the way in which people express themselves, using the customers’ language to convey the message of your brand why is your product unique is an important marketing strategy. Many global fashion labels, operating within both the eCommerce industry and the brick-and-mortar retail, have undertaken major rebranding in order to adapt to the emerging global markets. Uniqlo, for instance, is a Japanese casual clothing company, operating by the motto “Global is local, Local is global”. Having determined which elements of its local success can be transferred into their strategy for international expansion, the brand has learned how to speak the language of the global consumer and offer them an enhanced shopping experience, both online and in-store.
Overall, going global is something all fashion eCommerce businesses need to consider in today’s globalized, highly-digitised marketplace. With the growing ubiquity of online shopping, customers now have higher expectations in terms of their on-site experience, which can be met through a well-thought out localization strategy, in combination with translation services. Website content localization is important for both improving sales and making a positive impression on the customers. With the services of a professional translator, online eCommerces, operating not only within the Fashion industry but across all fields, can benefit from establishing a closer connection to their foreign customers which can then result into improved brand loyalty and increased sales.