Partners in Localization: A Perfect Fit

4000+

new products launched weekly 

7

hour turnaround

35%

projected cost savings

34 million

words localized annually

The Scale of the Challenge 

Since 2020, Mother Tongue has been the powerhouse behind localization for a fashion retailer that launches 4,000+ new products every week, across 10 markets. Each product requires polished, brand-aligned copy in every target language. Mother Tongue also localizes editorial content published on the retailer's website, where brand voice is critical to customer connection. Bringing 100,000+ new source words to global customers requires a language solution that delivers on both speed and nuance. 

Mother Tongue's established fully human localization workflow delivered content within a speedy 14 hours, while ensuring products reached every market with consistent quality and brand voice. After five years of successful partnership, we explored how AI could enhance this proven process further, accelerating delivery while preserving cultural nuance and brand voice. 

Building the AI Solution 

We developed a tiered approach tailored to the retailer's content needs. Rather than applying AI uniformly, our team designed different workflows for different content types. 

For high-volume product listings, we trained a brand-specific translation model using five years of high-quality translations crafted by our copywriters. This model learned the retailer's voice and approach to different market segments. Every AI-generated translation is then refined by fashion-focused linguists. 

For high-visibility editorial content on the website, the process remains entirely human-led. Copywriters and QA specialists work to deliver culturally resonant transcreation that captures the brand's essence for each audience. 

The entire workflow is integrated directly into the brand's localization platform. Writers receive briefs and edit content within the same system, eliminating manual handoffs and maximising speed to market. 

The Results 

The AI-powered system delivers measurable acceleration. Turnaround times dropped from 14 hours to just 7 hours: a 50% reduction that enhances the retailer's ability to meet market demands efficiently. The solution is projected to achieve 35% cost savings by automating routine translation work while maintaining rigorous human review. 

Thanks to our solution, the brand publishes 34 million words annually while maintaining quality standards. We continue to refine the system with plans to reduce turnaround times even further. 

“Mother Tongue continue to work in partnership and provide a quality service. They are flexible, support us when we need it most, and deliver a great standard of work.”

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