Industries
Luxury, Fashion and Retail Transcreation
Asiatis transcreates brand content into European languages for luxury, fashion, beauty and retail houses operating across Asia and Europe. Work covers campaigns, product copy, e-commerce and retail training — adapted for each market rather than translated literally. Every project is handled by specialist copy-adapters and reviewed against your brand style guide before delivery.
By Asiatis Singapore · Last updated 24 August 2026
Selected references
Asiatis has produced European-language content for luxury, fashion and beauty houses including Chanel, Dior, Lacoste, Nivea, Avène and Nespresso.
Why luxury and retail work is different
For a premium brand, the words are the product, and a literal translation can be accurate and still damage the brand. Three constraints shape every project:
- 1
Transcreation, not translation. For campaigns and taglines the intended effect matters more than the words; a literal translation is accurate and useless. Transcreation is scoped per concept or per hour, with variants proposed for the brand to choose.
- 2
The brand voice is a controlled asset. Register, tone and forbidden words live in a per-language style guide; without one, every linguist makes reasonable but inconsistent choices, and consistency across channels is what protects a premium brand.
- 3
Culture changes meaning. Colours, numbers and symbols carry different associations across Asian and European markets; adaptation is part of the deliverable, and it runs in both directions between Europe and Asia.
What we translate
| Document type | Typical target languages | Typical constraint |
|---|---|---|
| Brand and campaign copy | French, Italian, German, Spanish | Transcreation, variants proposed |
| Product descriptions | Target-market languages | On-brand register, SEO-aware |
| E-commerce content | Market languages | Volume, consistency across SKUs |
| Retail and client-advisor training | Languages of the retail network | Clear, teachable register |
| Video scripts and subtitles | Target-market languages | Timing, tone, subtitling constraints |
| Packaging and in-store copy | Market languages | Layout, expansion, cultural fit |
| CRM and clienteling messages | Market languages | Personal register, brand voice |
How Asiatis handles these projects
Brand copy-adapters, not generalists. Linguists working on brand content are copywriters in their language who transcreate rather than translate. Domain assignment is not optional.
Per-language brand style guide. A style guide and glossary per language fix tone, register and forbidden words, applied by the same core linguists so the brand sounds like itself in every market.
Transcreation with variants. Campaign lines are delivered as options with a back-translation and rationale, and reviewed against the brand style guide before delivery.
Cross-channel consistency. Terminology and voice are kept consistent across campaigns, product copy, packaging and retail training so the brand reads as one voice.
Confidentiality. Unreleased campaigns and collections are handled under NDA with restricted access.
Key facts
- Brand content is transcreated by copywriters in the target language, not translated by generalists.
- A per-language brand style guide keeps voice consistent across markets and channels.
- Campaign lines are delivered as options for the brand to choose, with rationale.
- Colours, numbers and symbols are adapted for Asian and European markets in both directions.
- Unreleased campaigns and collections are handled under NDA.
Frequently asked questions
- What is the difference between translation and transcreation for a campaign?
- Translation renders the words; transcreation recreates the intended effect for the market, usually with several options, because a literal tagline can be perfectly correct and still fall flat. Campaign work is transcreation, scoped per concept rather than per word.
- How do you keep a consistent brand voice across languages?
- A per-language style guide fixes tone, register and forbidden words, and the same core linguists apply it across projects, so the brand sounds like itself in French, Italian, German and every other market.
- Do you adapt content for cultural differences between Europe and Asia?
- Yes. Colours, numbers, symbols and imagery references are adapted so a message lands as intended in each market, in both directions between European and Asian audiences, rather than translated word for word.
- Can you handle high-volume e-commerce product copy?
- Yes. Product descriptions are produced at volume with register and terminology kept consistent across SKUs, using translation memory for recurring attributes so quality holds as the catalogue grows.
- Do you provide subtitling for brand videos?
- Yes. Scripts are transcreated and subtitles are timed to the edit, keeping tone and reading speed appropriate for each language, so the film feels made for the market.
Ready to start your project?
Contact our Singapore office to discuss your translation needs.
541 Orchard Road, #09-01, Liat Towers, Singapore 238881