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Weglot customer showcase: Luxury goods going multilingual

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It’s that time of the month again where we take a look at some of Weglot’s very own users who are making a big impact with their multilingual websites. 

This month we thought we’d do something a little different and focus on one particular industry, the luxury industry

Why would the luxury industry need a multilingual website? Interestingly, 20 to 30 percent of industry revenues are generated by consumers making luxury purchases outside of their home countries. An industry that was once driven by international tourism – particularly for millennials from Mainland China where traveling overseas for luxury goods is the norm – luxury brands have had to adapt over the last 12 months. 

As stores remain closed across the world, luxury brands are focusing more on their digital presence, creating online experiences and putting more emphasis on their online stores. 

And for good reason – there are countries where spending on luxury brands is at an all-time high, take the Middle-East where 70% of consumers have increased their spending on high-end goods. 

It’s not just the pandemic that has forced luxury retailers to focus their efforts online, the customer of the future, otherwise known as HENRYs (high-earners-not-rich-yet) mean high-end brands need to appeal to millennials and gen-z who will ultimately spend big money with them in the future. 

And, for millennials and gen-z the focus is always on personalization. Adding multilingual capabilities is absolutely essential. 

So, let’s take a look at some of those very brands that have benefited from a multilingual website in the ever-competitive luxury industry. 

Mansur Gavriel 

Mansur Gavriel homepage
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Industry: Fashion
CMS: Shopify
Country: US
Available languages: Korean

A merge of art, fashion, and craftsmanship, Mansur Gavriel is renowned for its iconic bucket bag and tote. What started from two sell-out bags, soon evolved into a modern luxury fashion brand. 

And that style and sentiment are felt across their site where product imagery is used as the very basis of the site design. 

Now it’s worth noting that Mansur Gavriel has done something a little bit different here when it comes to their language switcher. They’ve added Korean to their site with Weglot but have also chosen to customize their language switcher and use it as a way of communicating with their audience the countries they ship to. 

Adding Korean to their website was a wise move as the luxury fashion industry is becoming part of the fabric of Korean life. It also makes sense to customize the experience for this market where overall only around 44% of Korean’s speak English

As we mentioned in the intro, personalization is key, and personalization is always linked to localization when you’re looking to enter new markets. In fact, 77% of consumers recommended or paid more for a brand that prioritized personalized customer experiences. 

Something to always be mindful of when translating into languages like Korean is that word length can be very varying between language pairs and when translating from English to Korean it can depend on the sentence whether it will be considerably longer or shorter. 

Mansur Gavriel has the perfect web design to cope with that, using a template that has plenty of room for such movement. 

product page French
product page english

In fact, the design is seamless when taking a closer look at product pages – you’d never know the Korean version wasn’t the original store. 

Strengthening their brand further, Mansur Gavriel chose to make a number of manual edits to their Korean machine translations to ensure they are spot on and right for their new target audience. 

Garrett Leight

Garrett Leight homepage
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Industry: Eyewear
CMS: Shopify
Country: US
Available languages: French, German, Spanish

Another US brand, but this time one that’s entering the European market, and what better way to start that venture by adding French, German and Spanish. 

The eyewear brand “fueled by a group of young, passionate purveyors of eyewear, dedicated to creating classic designs” oozes style, but there’s substance here too. In the form of glasses that claim to never go out of style.

And, naturally, their range of eyewear takes center stage on the website. You don’t need an overly designed website to sell eyewear that stands out like this. 

When it comes to the position of their language switcher they’ve chosen to place it in the most prominent place possible, the top right of the page. Not only does this allow users to quickly switch between their language of choice, but it also helps boost the overall SEO performance of the website through improved usability

Language switcher - Mr Leight

They’ve been smart here to add an attention-grabbing message at the top of their website to let website visitors know that that language-switcher isn’t just there for decoration. They’re not just adding language options to their site for nothing, they ship there too! 

Choosing to use the speed of machine translation, Garrett Leight has been able to launch its iconic Californian brand into three new markets in a matter of minutes. What’s great about Weglot is that you can take your time with your translation project. Choose to launch instantly, then decide if you want to make manual edits to your translations later. 

Within your Weglot dashboard, you can check your pageview statistics and pinpoint exactly the pages and languages you might want to spend more time perfecting the translations of! 

But of course, translation quality is always a personal brand choice. 

Jimmy Fairly 

Jimmy Fairly homepage
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Industry: Eyewear
CMS: Shopify
Country: France
Available languages: English

Continuing the theme of eyewear here with homegrown French brand Jimmy Fairly. A brand that has grown consistently year-on-year, this luxury eyewear company stands out for all the right reasons. 

We’ve actually had the chance to speak to Jimmy Fairly in detail about their decision to add multiple languages to their store. After noticing 19% of their sales were coming from abroad it was a no-brainer that this eyewear brand was destined for even bigger things. 

And to make purchases easier for their new customers, adding languages was a must. 

For a brand that offers quality eyewear at a fair price, it makes sense that adding English to their site will attract like-minded individuals from English-speaking countries. Or even, catering to the large English-speaking expat community living in France. 

They’ve chosen to add their language switcher in the footer and whilst it’s not in the most obvious location, once you’ve turned on Weglot’s ‘redirect by browser language’ feature, then users will land on the site in their language of choice. And, if not, then it’s still there for them to make their own language decision!

Fleuron

Fleuron homepage
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Industry: Bags
CMS: Shopify
Country: France
Available languages: English

Fleuron is another bag designer that deserves a shout-out. The ever-popular D2C business model that allows brands to enter markets directly (goodbye middle man, e.g. the retailer) is big business. 

And, when you have a brand that’s as detailed orientated as Fleuron, it’s only natural that you want to be able to sell your products directly to your customers.

A touch of Paris is seen throughout their product imagery and website, with each scenario echoing the Parisian lifestyle people dream of (coffee, bistro table, check!). Like many French brands that choose to add languages, English is a solid choice and a good place to start.

Shall we talk about that language-switcher? Another take on showcasing language options, Fleuron has chosen to display the langue code and added it subtly to the main menu, but in a way that you can still see that there are language options. 

Fleuron language switcher

Maquistador

Maquistador homepage
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Industry: Footwear
CMS: Shopify
Country: France
Available languages: English

Is there anything more luxurious than handcrafted slippers? Another French brand (there’s a theme developing here, but hey, it is the home of luxury) we’ll end this luxury brand round-up with Maquistador. 

When a product is selling well in its home market, it’s only natural business owners start to look further afield for new opportunities. With shipping available worldwide, Maquistador has chosen to add English to their site to start their localization process. 

When it’s as easy to add languages as it is with Weglot, we bet it’s only a matter of time before we’ll see a few more languages popping up on this footwear site. 

Let’s take a look at their language option then. What makes their language option so unique is that they’ve customized their language-switcher with the same illustrations they use throughout their site.

language switcher

Interestingly, they’re the only brand we’ve mentioned that has chosen to use flags to represent languages, and in this case, it works in terms of overall website design and branding.  

There are often debates about using flags as languages, but this is one of the instances where it does work as it simply stands out and allows the website visitor to see the language options immediately. 

We also like the little French touch they’ve left in the menu of the English version of their site ‘Savoir-faire’. They’ve made use of the Weglot glossary to add in terms that they don’t want to translate, of course, this edit can also be done individually, word-by-word but if you click on the page, you’ll notice this is something that’s repeated often. 

It’s little personal touches like this that can make a difference when selling in different markets. Keen to hold on to their French identity, that’s seen in abundance throughout the website and when they talk about the materials and methods used to make their luxury slippers. 

Summing up 

There’s a lot we can learn from these luxury brands. Knowing your markets is crucial to understanding what languages you should add to your website. But, equally starting with one additional language can see big rewards, fast.

One thing is for sure, it certainly adds value, and that important word again, personalization.  

Ready to add multiple languages to your website? Try Weglot’s 10-day free trial to discover for yourself the endless benefits of going multilingual. 

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