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Farfetch’s Alex Katsambas on Localizing Luxury Fashion – via slator.com

Farfetch Head of Linguistic Services, Alex Katsambas, joins SlatorPod and talks about the online luxury fashion platform’s localization model. Alex talks about Farfetch’s internal teams, churning out billions of words […]

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Farfetch’s Alex Katsambas on Localizing Luxury Fashion

Farfetch Head of Linguistic Services, Alex Katsambas, joins SlatorPod and talks about the online luxury fashion platform’s localization model.

Alex talks about Farfetch’s internal teams, churning out billions of words annually, the importance of sustainability in content messaging, and why return-on-investment for localization cannot be measured immediately.

He shares insights into Farfetch’s approach to content differentiation, and explains why treating various content verticals differently is essential, particularly when thinking about integrating machine translation (MT), which Farfetch began to do in 2020.

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Having already rolled out MT for two languages, Alex tackles expanding Farfetch’s use of MT in the coming months, and explains why MT is good news for human experts. He also discusses the challenges and opportunities presented by multilingual SEO, noting how there is more room for specialist LSPs.

First up, Florian and Esther discuss the language industry news of the week. Florian talks about DeepL smashing it in global traffic rankings (including the deluge of web visits from Japan), and adding 13 languages.

Esther shares some takeaways from a TechCrunch feature piece profiling media localization giant Iyuno, with a spotlight on their subtitling workflow, tools, and tech stack, and picks out some key growth stats from an analysis of the Slator 2021 LSPI.

The two also send their congratulations to the recent Juvenes Translatores award winners and to Boostlingo — for being the first interpreting provider to make it into the Zoom App Marketplace.

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