In 2019, the luxury goods market reached $281 billion in sales, up 4% compared to 2018. This steadily growing sector is experiencing strong growth thanks to the emergence of buyers from markets such as China. Chinese customers represent 34% of the global luxury goods market. Addressing them in their native language is therefore an important matter.
The luxury industry needs to get up-to-speed with new technologies and social media. In addition to creating e-commerce websites, these sites must be localized into many languages. As far as social media are concerned, companies are making significant investments to communicate as directly as possible with the public via platforms such as Instagram. Even if some platforms lend themselves to the use of English, communications exclusively in this language are unthinkable for companies who want to show customers they are valued and important to the company.
Working with a translation agency specializing in luxury goods ensures that the brand’s DNA, its history and the codes it conveys are respected, thanks to the linguists who are experts in the field and familiar with marketing practices.