ABSTRACT:With the development of economic globalization, more and more brands find their position in the international market. Clothing brand translation is an important part for garment enterprises to implement its global strategy and to expand its international market. The quality of clothing brands translation is directly related to the acceptance of products in the market for target readers. At the same time, the selection for a right name for a clothing brand is the most important marketing decision. During the period of financial crisis, the demanding for luxurious clothing brands in western countries is decreasing while people’s demand towards luxury brands is rising in China. Although most of clothing brands in western countries have been translated into Chinese, people still have some difficulties in translating clothing brands into target language. This is because translation of clothing brands involves social customs, cultural diversity, culture and taboos, psychology of people, aesthetic value, marketing strategies, social orientation, etc. In this regard, this research examines the factors considered in clothing brands translation and social orientation, then proposes translation methods for clothing brand.
Keywords: clothing brands translation; the major considerations; social orientation; translation methods
摘要:随着经济全球化的发展，越来越多的品牌在国际市场上找到了自己的定位。而服装品牌翻译是服装企业实行全球战略，拓展国际市场的重要一环。服装翻译的好坏直接关系到产品在目标语市场中的接受。并且，服装品牌名的正确选择是最重要的一个市场决定。在金融危机的影响下，西方国家对服装奢侈品牌的需求在不断下降而在中国人们对服装奢侈品的需求不断增强。尽管大多数西方国家的服装品牌已经被翻译成中文，但是服装品牌在被翻译成目标语的时候仍旧有很多困难。这是因为西方国家服装品牌翻译涉及社会习俗、文化多样性、文化禁忌、人们心理、审美标准、市场策略、社会定位等。基于此，这篇论文所关注的是服装品牌翻译中考虑的主要因素、社会定位,通过研究这些因素得出服装品牌翻译的方法。
关键词：服装品牌翻译，主要考虑因素，社会定位，翻译方法
