Customer Name: Coats
Customer Sector: Spinning and Weaving
Coats is one of the largest yarn manufacturers and distributors in the world. The head office of the multinational company, which produces yarns with high durability for the garment and footwear industries, is located in the UK.
Localization Process of the Coats Content
- The Coats project in question consisted of the brand’s products, descriptions of its products, and brand-specific slogans. The source text submitted by the customer was in Turkish. The content is required to be localized in the most popular languages in the world: English, French, and German.
- Firstly, the source text was examined in detail and analyzed. In accordance with the analyzes obtained, price and lead time were offered to the customer. After the approval of the client, the project was processed. Within the scope of ISO 17100 standard, the translation process has thus started.
- Similar content found on the brand’s website, the language, and the style used were examined. Keywords, technical terminologies related to the brand’s sector were determined in such a way as to appeal to the target market and audience. Terminological consistency was established.
- Since the ultimate goal is to create the intended effect in the source text also in the target audience, attention was paid to the fact that the localized content contains all the nuances of the message.
- Departing from the principle of “speaking in the language understood by the target culture”, a comprehensive research was conducted on the expectations of the target culture and the target market.
- Many internet users want to read and understand the content they encounter at once. Therefore, words and phrases that are understandable, concise, and do not require repeated reading were selected when localizing the content.
- Emphasizing the issues of “recycling, environmental sensitivity, sustainability, responsible production and consumption”, the brand’s content and slogans on these issues were localized, at the same time preserving the original message.
- In content localization for marketing, a localization strategy that will transform followers to potential customers, attract the attention of the target audience, create an emotional connection between your target audience and the brand, increase sales of products and services was followed.
- The images that Coats sent along with the source text allowed for more understandable and goal-oriented content localization.
- The fact that the source texts sent by Coats were fluent, understandable, and consistent in themselves accelerated the localization process.
- Since it is a multilingual project, all the content has been localized simultaneously in different languages.
- As a final step, after completing all the quality control processes, the content project file was delivered to Coats within the specified time period.
- In this way, the messages that Coat aimed to convey in their content were transferred across all global boundaries.
