Fashion

The true challenge of fashion brand translation lies in capturing and conveying the brand’s identity and image through language. Whether it’s a luxury label, a casualwear line, or a sportswear brand, the same word may require entirely different translations to match the tone and personality of the brand.

Even when the literal meaning is the same, certain expressions can evoke very different feelings once translated. In such cases, it’s often more effective to retain the original wording. For example, the Japanese term “kawaii” carries a cultural nuance that “cute” simply doesn’t capture. “Kawaii” has become globally recognized in its own right, and leaving it untranslated can often preserve the original charm and intent.

Fashion language is also full of loanwords—terms for materials, cuts, colors, and techniques—that don’t always align with their original meanings in other languages. Some are uniquely coined in Japan and may not be understood abroad. Take “nude color” as an example: the appropriate translation depends not only on the literal hue but also on the brand’s identity and its target demographic.

Fashion translation spans a wide range of specialties—apparel, fabrics, bridal wear, jewelry, handbags, footwear, and more. Each area comes with its own technical terms and industry jargon. That’s why it’s essential to work with translators who have subject-matter expertise in the specific category, ensuring that the brand’s message is both accurate and stylistically aligned.

In Japanese-English and English-Japanese translation, AI can achieve up to 97% accuracy when applied to suitable fields or well-structured source texts. However, in real-world professional translation, accuracy often falls below 90%. With NAIway’s “AI Translation + Expert Review”, we refine AI-generated translations (mainly for Japanese-English and English-Japanese—other languages available upon request) by:

✅ Eliminating AI-specific errors to deliver high-quality translations with faster turnaround times and lower costs, surpassing conventional translation standards.
✅ Having experienced translators thoroughly review the output against the original text.

Looking to break into the Japanese market but want to keep translation costs low?

Say your company is aiming to localize content—websites, brochures, or marketing assets—for Japan. You're thinking of using AI translation tools like DeepL, Google Translate, or ChatGPT to cut costs. But there's a problem: you don’t have someone in-house who truly understands Japanese well enough to review, refine, and adapt that output into something that resonates with a Japanese audience.

Translating into Japanese isn’t just about swapping words—it's about navigating entirely different sentence structures, cultural nuances, and communication styles. That’s why these “quiet but critical” steps matter:

✅ Rewriting for natural flow and clarity
✅ Adjusting tone and expressions to match native Japanese sensibilities

That’s where NAIway Translation Service comes in.

With 30 years of multilingual translation experience and a solid base in Japan, we specialize in taking AI-translated content and elevating it, polishing it into native-level Japanese that actually works in the Japanese market. From localization to compelling copywriting tailored for Japan, we bridge the gap between raw AI output and market-ready communication.

We even go a step further—using generative AI like ChatGPT not just for translation, but to craft emotionally resonant Japanese copy that truly speaks to local audiences. From rewriting to copy creation, we take on the heavy lifting to ensure your message hits home in Japan.