Content strategy and localisation for Fossil group products in China
Challenge
Fossil Group, Inc. is an American fashion designer and manufacturer founded in 1984.
Their brands include Fossil, Relic, Abacus, Michele Watch, Skagen Denmark, Misfit, WSI, and Zodiac Watches. Fossil also makes licensed accessories for brands such as Adidas, Emporio Armani, Karl Lagerfeld, Michael Kors, Marc by Marc Jacobs, Burberry, DKNY, Diesel, Kate Spade New York, Tory Burch, Chaps, and Armani Exchange.
Tmall.com, formerly Taobao Mall, is a Chinese website for business-to-consumer online retail, spun off from Taobao, operated in China by Alibaba Group.
Sam was tasked to meet the following challenges:
- Language and Cultural Diversity: Fossil Group’s diverse international audience required content that was not only translated accurately but also adapted to resonate with local cultural sensitivities and preferences.
- Maintaining Brand Identity: While localising content, it was vital to preserve Fossil Group’s brand identity and messaging consistency across different regions.
- Streamlining Content Management: Managing multiple versions of content for various markets presented the challenge of ensuring streamlined and efficient content workflows.
- Time and Resource Constraints: Given the fast-paced fashion industry, the localisation strategy needed to be executed efficiently without compromising on quality.
Approach
Sam recognised that an effective content localisation strategy for Fossil Group would require a multifaceted approach that encompassed linguistic accuracy, cultural relevance, and efficient content management.
The strategy was designed to be flexible, scalable, and adaptive to Fossil Group’s ever-evolving global market requirements.
Result
The collaboration resulted in a highly successful content localisation strategy, enabling the fashion and lifestyle giant to reach new horizons in the global market.
By understanding the significance of linguistic accuracy and cultural relevance, Fossil Group successfully fostered meaningful connections with diverse audiences, ultimately solidifying its position as a frontrunner in the fashion industry worldwide.
