Internationalization & Localization Strategies: A Case Study on Vogue

Year 2022, Issue: 17, 117 - 134, 29.12.2022

Oliver Carreira , Núria Molines Galarza

https://doi.org/10.26650/iujts.2022.1177822

Abstract

Global companies publishing content localized in different languages mainly focus their quality assurance efforts on a stage prior to publishing. While this approach has traditionally performed well, the increasing economic and deadline-related pressures in these contexts have led to a greater occurrence of mistakes in published content, sometimes with catastrophic consequences for the public image of these companies. Taking this premise into account, the objective of this research is to explore an analysis method for localized content working with a case study approach. For this purpose, a sample of 15 blog posts published by Vogue will be analyzed, Vogue being the most important fashion magazine in the world and a platform with global presence. The posts analyzed belong both to the Spanish version of the blog and to several English versions serving different locales. The result of this process allows us to understand an internationalization and localization strategy of a major brand and provides useful insights to easily improve quality assurance procedures in global companies with a moderate investment of resources and tim.

Keywords

Localization strategies, internationalization strategies, quality assurance, content localization, content internationalization

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