Make Way for the Queen

The Duchess of Cambridge often sparks a fashion frenzy. Reiss and LK Bennett sales increase substantially when she is photographed in one of their items. However, with the Queen’s Diamond Jubilee quickly approaching, Kate is moving out of the way to make way for her grandmother-in-law.

Topshop, H&M and Vivienne Westwood, to name just a few, have all incorporated a royal theme into their latest designs. Even Marks and Spencer has joined the craze and has created a costume-jewellery replica of the imperial state crown, which will be auctioned for charity. The real crown contains Cullinan II, which is the second largest cut diamond in the world. It’s 317.4 carats!

The personal jewels of the royal family are usually not on display. However, this summer, the centrepiece of the displays at Buckingham Palace will be a collection of the royal family’s personal jewellery. We are sure the industry leaders from the fashion world will be there to incorporate ideas inspired from the collection into their designs.

By | May 27th, 2012|Blog|0 Comments

Globe to Globe

Last month the World Shakespeare Festival opened in Stratford-upon-Avon. It is a summer-long celebration which will include performances from across the global, in nearly 50 languages.

As its contribution to the festival, the Globe Theatre will be putting on Globe to Globe. The extravaganza contains nearly every play in Shakespeare’s repertoire with theatre companies from over 35 countries who will work in 37 languages. For example, King John will be performed in Armenian and Coriolanus in Japanese.

As one can imagine, the logistics of putting on such an event have been a lot of hard work. In addition to the language and cultural barriers, the actors must get used to performing on an Elizabethan-style stage with no scenery and few props, in the open air.

To go with the Olympic theme that has taken over London this summer, the Globe is offering “athletic” tickets to the performances. There will be special prices for anyone who can complete a biathlon, triathlon, pentathlon, heptathlon, decathlon or marathon (26 performances)!

By | May 24th, 2012|Blog|0 Comments

It’s Never Been Easier to brand in China …

If You Know How!

Chinese consumers do switch brands frequently, but if they are presented with a brand that suits their needs expert say that they will remain fiercely loyal to that brand.

In order to succeed in mainland China, companies must define their image and relate to their customers. One solid approach that seems to be working for brands like Yum Brands and Omega is to target China’s younger generation. The younger Chinese have the product knowledge and, more importantly, the disposable income, to be loyal consumers that will stay with a brand for years to come.

To relate to its customers, L’Oreal specifically used Korean movie stars to launch its male cosmetic line, Biotherm in China. The style and look of the Korean stars appealed to Chinese men and women alike.

If you need help translating your brand’s marketing material ask a professional translation service to help you. SanTranslate works closely with local marketing experts, who are native to your target country and understand the local market. Ask SanTranslate.

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By | May 22nd, 2012|Blog|0 Comments
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