Nowadays, brands are always looking for new ways to tell their story. Utilizing the correct marketing channels, knowing your target audience to create a unique brand narrative that is authentic and localizes to the market is crucial for a brand not to lose its edge.It is important to stress on localisation especially when a brand is entering a new market because when it is implemented correctly, it can, in fact, help enhance customer experience, improve brand’s international presence, presents the brand as openminded and adaptive, increase client demographic in new markets and eventually increase sales and revenue.Localization allows brands to create a holistic experience for consumers, building a relatable narrative through storytelling that show a greater understanding of their culture. This can be done by using local talents, taking advantage of local festivities and habits to create content and promotional materials. Overall, giving consumers a complete and integrated satisfying brand experience that feels personal.
Other than visually adapting to your local market, language is another key factor. Sometimes being able to get your message across in your own culture does not translate the same in another. Worst-case scenario, it could translate into something weird and offensive. According to the Globalisation and Localisation Association (Gala), 56.2 percent of consumers say that the ability to read information in their own language is more important than price. In the Chinese market, 95 percent of Chinese online consumers indicate a greater comfort level with websites in their own language.
Getting yourmessage across is not just about the right translation, it’s also about implementing it to fit for a new culture and audience.In 2018, Branding Records were given a task to launch a new concept for Roberto Cavalli.In this digital age, the consumer experience is everything, no matter offline or online marketing, creating an integrated consumer journey is very important. With e-commerce overgrowing in China, pop up retails has quickly become an essential aspect in this process, as the average Chinese consumer has become less likely to visit brand stores in person. Brands began to create a pop-up experience with online and offline that are interlinked together to drive in-store purchases. Creating a pop up retail experience requires a holistic approach. A variety of online strategies such as online campaigns, store incentives, KOL collaborations, social media engagements, etc needs to be implemented for the experience to be successful. Although, the pop up retail experience has shown excellent outcomes as Chinese consumers view pop up stores as a more attractive and exclusive shopping experience.At Branding Records, we do all of the services that were mentioned and more to help our clients reach their full potential. We continue to challenge our clients to think big and work hard to assess carefully, design, implement and evaluate their initiatives. We will always stress the importance of localization and understanding the market you are engaged to succeed in this fascinating and challenging region.
Pop-up store concept of Roberto Cavalli in Harbour City, Hong Kong