Why Localisation of Your Fashion Website is Vital
The demands placed on just about any e-commerce site these days are considerable, and successful websites need to possess an assortment of unique characteristics and strengths to survive. Of all these, perhaps none is more important, particularly within the online fashion retail sector, than creating a strong brand presence within multiple demographics.
As the competition between various retail brands continues to grow within the online sphere, being able to set yourself apart and stand head and shoulders above the crowd is paramount. To do this, successful brand strategists have come up with a variety of tools and tricks, and one of the most effective is website localisation.
What is Website Localisation?
Essentially, website localisation is a process whereby website content is adapted to fit the local language, culture and customs of a given target market. The idea behind website localisation is to give the target audience the most relevant and most useful experience possible.
It is essential to understand that the localisation of a website’s content is not the same as merely translating that content over to another language. While it is easy enough to translate virtually any page via a simple Google translate function, true website localisation is far more involved, and often includes a number of subtle and nuanced adjustments, tailored to that specific language or cultural demographic.
Key Elements Used in Website Localisation
Successful website localisation depends on certain key elements that work together to create a seamless and unified user experience for local users. This includes not only a translation of content and copy into the target market’s main language, but also so-called regionalisms or colloquialisms used by the target market. This helps to create a friendlier and more authentic overall experience for local users.
Additional features to include when localising your website includes elements relating to communication and transaction. For example, your target market may prefer time and date information expressed in a certain way or may use a specific unit of measurement. Including observances such as local festivals and holidays, adds authenticity, and makes users feel even more at home.
Transactional elements are just as important and should include prices expressed in local currency units along with preferred local payment option availability. In addition, trust elements such as language-based customer support, local address and phone number input, important information regarding site security, all play an important role in building solid local engagement.
Why Language and Branding Go Hand in Hand
The fashion industry is driven by aesthetics and the creation of iconic imagery and style. These elements are essential to brand identity, and this becomes clear when one considers iconic brands like Louis Vuitton, Dolce & Gabbana and others.
While iconic brands such as the ones mentioned above may be able to transcend the barriers of language and culture based purely on their must-have status and appeal, other fashion brands still need to get to that level. For up and coming brands, localisation plays a key role in establishing and growing strong brand recognition and loyalty.
By extension, fashion websites that promote these brands via localised pages on their site can grow their customer base and do more business, simply by creating stronger and more intimate relationships with their customers.
By the same token, customers that feel that they are being treated in a way that honours their language and cultural peculiarities will feel more inclined to stick to your website. After all, why struggle with a site that only offers Google translate, which is not always accurate, and feel unsure of key transactional processes on that site? By localising your website for specific target markets, you immediately gain an edge over your competition and begin to forge lasting relationships, while growing a solid, loyal customer base.