Multichannel, multilingual, multi-messy: How to solve the apparel localization challenge

Why is localization so complex in global apparel 

Expanding into new regions is much more than translating product information into a different language.

Even “just translating” is much more complex than simple transliteration. Engaging with and appealing to people within a target global market? That requires the utmost attention to detail.

Not every word has a one-to-one translation in every other language. And, even if it does, some matters of connotation and context impact meaning far more than definition.

In particular, brands need to practice cultural sensitivity and target cultural relevance across:

Product names

What a garment or accessory is called, and what category it falls under, need to be attuned to local sensibilities. Even in markets that use the same base language, attention to regional differences (e.g., “pants” in the US vs. “trousers” in the UK) can affect whether a product feels familiar or uncannily alien.

Descriptions

Similarly, cultural differences in what consumers value must be considered when describing a product. Some cultures may prioritize aesthetics or intense material descriptions, whereas others value understanding the intended purpose and functionality of a garment or accessory.

Sizing

Clothing sizing differs widely across cultures. On one level, standardized dimensions for “small,” “medium,” or “large” vary across global markets. Additionally, expectations for sizing ranges (e.g., “petite,” “big & tall”) vary both across and within regions. Nuances of accessibility and body positivity may also need to be considered.

Materials

Whether and how to describe materials differs according to local appellation laws and cultural expectations. Some countries or regions require greater transparency regarding materials and origins. At the same time, other target markets might be better served with a less direct focus on materials and more emphasis on use cases or value.

Aggregating and analyzing product information across global markets makes it easier for apparel brands to understand and act upon cultural differences and successfully localize.

The risks of getting localization wrong

The stakes of localization are enormous. It can be the difference between sinking and sailing in a new market. Moreover, beyond immediate success or failure, meeting local buyers where they are can impact brand reputation and performance across all markets.

At the user interface level, inaccurate or inconsistent localization can cause customer confusion. There are countless stories of otherwise successful brands suffering massive setbacks due to confusion from localization failures. 

Chevrolet famously advertised a car (the Nova) in Latin America in the 1970s with a name that meant “it doesn’t go.” Fellow automaker Ford once put out an advertisement that told Belgian buyers, “Every car has a high-quality corpse.”

In the food space, Pepsi launched a campaign in the 1960s that promised Chinese consumers its drinks would “Bring your ancestors back from the grave,” and KFC’s initial foray into China in the 1980s featured a slogan that inadvertently encouraged its potential buyers to “Eat your fingers off.”

None of these issues were death knells for these global super brands, in part because each responded intelligently to the feedback and changed the product messaging accordingly.

The bigger takeaway here is that poor localization can impact a buyer’s understanding of a description. If a description doesn’t make sense, they may turn away from something they might have otherwise bought. 

Confusion, shopper behavior, and other considerations

The effects of confusion on apparel shoppers have been systematically studied, and the results reveal deep feelings of inefficiency and helplessness. How does this impact the buying experience?

In brick-and-mortar environments, confusion can cause customers to spend less time in a store, leading to fewer purchases. A similar effect can be expected when customers can’t understand what’s on your digital shelf.

Poor localization can contribute to cart abandonment on a more micro level. Any miscue that makes a buyer hesitate after adding items to a cart is cause for concern, and hang-ups over whether they fully understand something about the product description are no different.

In cases where purchases go through, poor localization can still negatively impact. For instance, if something is lost in translation and expectations are not met, buyers can be left with a negative impression of the brand, manifesting in bad reviews and declining further purchases.

Poor localization can trigger compliance issues on the macro level. For example, the European Union’s Digital Product Passport (DPP) legislation will require transparency into products’ sources and overall carbon footprint.

It also requires this information to be easily accessible. Failure to meet these standards can impede sales across EU member states.

When spreadsheets and manual workflows break down

Issues with translation and cultural relevance are far from the only factors that make managing products across global markets hard. Another element of localization is the sheer volume and complexity of information to coordinate, as well as the ineffective means often used to do so.

In global product launches, apparel teams often face fragmented systems. Some lines may use the most up-to-date digital management systems, automating rote tasks and freeing resources for more in-depth strategy and innovations. However, other product teams may be relegated to manual recordkeeping, with no uniform platform or protocols.

When this kind of disconnect is present, apparel localization suffers. Manually migrating data to, from, and between spreadsheets and other interfaces is time-consuming and increases the likelihood of input errors.

Workflows may be duplicated if siloed team members aren’t communicating with each other, and version control can quickly become chaotic and lead to client-facing translation errors with insufficient team-wide visibility and accountability.

Fragmentation impacts all apparel entities’ performance, from overall growth in global markets to more granular aspects, such as customer experience.

A McKinsey deep dive found that fragmented systems are a root cause of increased product returns and return mismanagement, making more effective and streamlined systems essential to customer loyalty.

The takeaway is that chaos breeds vulnerability. The lack of a single, streamlined system exacerbates the existing complexities of localization while adding new administrative issues.

What modern localization workflows should look like

Localization has proven challenging and prone to entropy for many in the apparel space, but it doesn’t have to be that way. Forward-thinking brands that intentionally meet consumers where they are can localize efficiently with innovative, streamlined systems.

In contrast with the multi-messy maelstrom that localization can be, a more innovative approach imposes order, visibility, and accountability. 

To that end, effective, sustainable localization should have:

• Centralized product content: All content versions and relevant information should be easily accessible to product teams from a centralized dashboard, with insights synthesized into action points for immediate and longer-term management.

• Structured governance: Through integrated (ideally automated) top-down governance procedures, all stakeholders on global product teams need to be made aware of and held accountable for regulatory, security, and cultural relevance best practices.

• Translation readiness: Being ready to localize effectively means having translations and actionable cultural relevance information readily available before launching into a new target market. When possible, access to localization experts for sensitivity reads and focus group testing builds proactive resilience rather than a reactive posture.

These elements allow every stakeholder in a given product line and across the apparel brand to customize by region or channel.

Although success may require unique inputs and procedures in each market, a foundation of solid practices makes it replicable across all markets.

How Inriver helps apparel brands localize at scale

Inriver’s powerful PIM platform enables scalable, localized product data management. We empower apparel brands to launch effectively and grow sustainably in markets worldwide.

The Inriver PIM enables dynamic updates to swiftly push out fully localized material. Additionally, channel-specific tailoring enables granular tweaks across any segmentation, including within and across global markets.

Finally, accurate multi-language syndication ensures brand consistency, cultural sensitivity, and cultural relevance across all messaging. This way, every consumer worldwide has the same ideas about your products and brand.

Most importantly, the Inriver PIM allows companies to collect, enrich, distribute, and evaluate product data from across global markets. Turning disparate data points into actionable information and impactful insights ensures global product success.

Get in touch today to learn more about how Inriver can empower your global apparel brand.