Localizzazione siti web: Shiatzy Chen

Abstract

Abstract This thesis can be divided into three main sections: the first one is more theoretical and it aims to define what localization means, its history, its process and all people involved in this industry; the last one is more practical and it consists of the translation of Shiatzy Chen website, a Taiwanese fashion brand which managed to conquer the European catwalk. The two parts are connected by a third small section about a brief introduction of the company. The first section focuses on localization, which is the best strategy to promote products in a foreign country, because it does not just include the translation of sentences, but it also takes into consideration regulations, culture and writing standards of the local market. For this reason, it is a much more complicated process than translation, which is actually one of the main components of localization. Moreover, there are many people and organization involved, each of them with precise skills and tasks, but with the same goal: making the product global and international. The second section introduces the brand Shiatzy Chen, first founded in Taiwan, expanded to China and Japan and finally reached France. Hence, the importance of translating and localizing its website in Italian for a possible future opening in our country. The third and last part is the translation-localization of the official website from Chinese to Italian of all its sections, from the technical parts, the news, to the legal policy, including some examples taken from the online shop catalogue. Following the Italian version, a comparative analysis of the two versions helps to understand the main problems faced and the strategies used to overcome them. At the end of the translation, a fashion glossary divided in different fields is provided. A bibliography can be found in the appendix at the end of the thesis.