Transcreation: The Cornerstone of Global Luxury Marketing
By Natalie Lennon, LEAP Luxe
Society has never been so globalised — the internet has formed a fluid worldwide connectedness. Yet, there are still very distinct nuances between markets. Translating luxury marketing with these international characteristics in mind is the most effective way to connect with today’s high-end consumers.
That does not mean simply talking different languages. Brands need to master transcreation: the creative process of translating content while preserving its original meaning, style, and tone.
Think of BMW’s company slogan of 1972 “Freude am Fahren” (driving pleasure) becoming “La plaisir de conduire” (the pleasure of driving) in French or “The ultimate driving machine” in the US market. These iterations reflect an understanding of cultural subtleties. On a basic level: in the US, there’s an air of vibrant, Hollywood-style commerciality, whereas French marketing might invoke more elegant romance.
The nuances of language and culture can be a maze for brands to navigate, which is where luxury marketing agencies come in.
A strategic asset, an agency that comprehends the art of crafting new content that not only conveys the original message, but also resonates with the target audience on a cultural level, will ensure that the message is not just translated but truly transcended. In short, it is about achieving the same goals across cultures through the adaptive exercise of transcreation.
Having a handle on culture is key to winning over today’s discerning HNWIs and UHNWIs. After all, if you want to curate emotive marketing, it has to resonate with depth. Take, for instance, a fragrance campaign designed to evoke the romantic charm of Paris. While a direct translation might convey the product's basic features, it could fail to capture the subtle nuances of Parisian culture without an awareness of how romance is conveyed within a certain market, which could lose the elusive “je ne sais quoi” of true luxury. This is why the art of transcreation, alongside a reliable global partner, is indispensable.
Brands that have failed to recognise the subtleties of transcreation can fall flat, and in the worst cases, gravely damage their reputation.
One ultimate lesson in luxury marketing was Dolce & Gabbana's 2018 video campaign to promote its Shanghai Fashion Week show. The videos saw a Mandarin-speaking voiceover speak in incorrect Chinese, with the model seen trying to eat Italian food with chopsticks. Naturally, the campaign resulted in widespread criticism, even more so considering China is a sensitive market with major national pride. The brand was consequently boycotted and still hasn’t healed years later.
A simple yet effective example would be Rolex’s campaign for the Oyster Perpetual timepiece. The brand was challenged with translating the slogan “The world is your Oyster” to have the same impact in each market, despite that not being a global metaphor. In Italy, it is “Un mondo di possibilità” (a world of possibilities), Malaysia sees “Hayati dunia Oyster anda” (live your Oyster world), and Portugal “O mundo ao seu alcance” (the world at your fingertips).
Maintaining global consumer loyalty in luxury does not have to be a minefield. From developing the master concept to transcreating for local markets and delivering to in-market media contacts, a single agency can streamline the process and minimise the risk of errors, or inconsistencies. This not only saves time and resources but also guarantees that your campaign resonates authentically with audiences worldwide, which will, ultimately, preserve the integrity of your luxury brand.