As Canadian brands and retailers become increasingly international, their products are being purchased by those who speak different languages. Besides potential confusion and mistranslation, individual country-by-country labelling standards are costing those in the industry who do business internationally, according to David Ceausu, President of leading Canadian based global apparel labelling company, Accent Labels.
Mr. Ceausu noted that if a label reads differently in one country versus another, moving that product to another region could become complicated. Removing the label and replacing it with another takes time and money, not to mention that it could damage the product. Mr. Ceausu explained how international labelling standards and utilizing symbols instead of words, could eliminate confusion and costs associated with multi-lingual labelling. A hybrid solution could also be acceptable, he said, utilizing localized labelling standards with an international label with easy-to-understand symbols.
For example, if a Canadian company wanted to sell its wares internationally and a particular style didn’t sell in one country, moving it to another would require replacing labels and tags marked in the local language. Standardized labelling would allow the company to more easily move merchandise internationally, without the inconvenience of relabelling. This applies more to brick-and-mortar retailing,though standardization would also benefit e-commerce, according to Mr. Ceausu,to create consistency.