From New Hampshire to the World: Translation That Fueled a Wool Brand’s Global Rise

When expanding into France, Germany, the Netherlands and Mexico, Minus33 encountered a major barrier: language. 

Amazon’s automatic translation system generated product descriptions that were inaccurate, confusing, and culturally tone-deaf. Incorrect terminology not only risked turning off potential customers but also created costly operational challenges for the team managing global sales.

Rapport International provided expert human translation services to ensure that Minus33’s product descriptions were not only accurate but also culturally relevant. Translators adapted language and tone to fit each region’s unique cultural context while replacing terms that could cause confusion or offense. 

For example, in the Netherlands, hunting is frowned upon and ice fishing is uncommon. Translators replaced those themes with ice skating, a culturally relevant alternative. Another was the term “3 season wear” which appeals to those in the New England region of the US, but not necessarily in other parts of the world. The personalized process by the expert translators proved that such a translation cannot be completed by machine or AI technology.

Rapport International delivered polished, culturally adapted translations ahead of schedule and in Amazon-compatible formats. Translation Memories (TMs) were created to streamline future product updates and reduce costs.

Minus33’s responsiveness and collaboration throughout the process made the partnership seamless and successful, paving the way for a smooth international launch. The translators themselves became fans of the brand, with many purchasing Minus33 products for their own outdoor pursuits!