Transcreation Sample
CVL|GROUNDETHIQ-MEDIA
Signal Integrity Framework
signal.groundethiq.com
Apparel BrandFrench · Luxembourg
A recent transcreation project across social, CRM and internal communication formats
Market
French (Luxembourg) — fr-LU
Scope
8 copy lines, social · newsletter · internal communication
Sector
Global apparel & retail
Note
Brand identity withheld under standard confidentiality practice; content anonymised as [Brand].
Contents
  • 01FB — Spring/Summer Collection
  • 02FB — Lady Collection
  • 03FB — Denim
  • 04FB — Capsule Collection
  • 05Internal Communication — Pride Month
  • 06CRM Newsletter — Move
  • 07Internal Communication — Summer Sale
  • 08Internal Communication — Sustainability
Cédric Van Lang
Content Strategist · Creative Transcreator · Senior Expert Linguist VO & AV Director · Talent Coach · AI Semantic Solutions Architect signal@groundethiq.com · linkedin.com/in/cedvanlang
Brussels, Belgium
2026
TRANSCREATION SAMPLEApparel Brand · fr-LU
CVL | GROUNDETHIQ-MEDIA
Note on this document
This is a recent transcreation project — chosen here to illustrate the range of possibilities and the methods used depending on the format. The brand name has not been disclosed and is replaced by [Brand] throughout the text, in line with standard confidentiality practices in this sector. Each line is accompanied by the linguist's rationale, which helps to understand the reasoning behind each choice, rather than just the result.
Selected Lines
EN → FR (LU)
Format English Transcreation · FR (LU) Linguist — Rationale
FB · SS COLLECTION For S/S 2025, [Brand] hands the stage to female creative icons that inspire us. What makes them... them?
#NotesOnBeing
Pour le printemps-été 2025, [Brand] cède la scène à des icônes féminines de la création qui nous inspirent. Qu'est-ce qui fait d'elles... ce qu'elles sont ?
#NotesOnBeing

Terminology and market-specific choices verified against Luxembourg sources throughout this test (see notes on lines 5, 6, 8, 9); general linguistic and stylistic judgments apply standard French usage.

"S/S 2025" expanded to "printemps-été 2025" (not abbreviated "P/E") — confirmed by ELLE.lu (Luxembourg edition), which uses this full form rather than trade-press shorthand, supporting a general-audience register over industry jargon.

"Hands the stage to" rendered as "cède la scène à" — established figurative use in French (cf. Larousse, Académie française: "scène politique/médiatique").

"Creative icons" kept as "icônes de la création" rather than the more expected "de la mode" — preserving the brand's deliberate lexical choice.

Rhythmic echo "them... them" rendered as "d'elles... ce qu'elles sont" rather than a literal repetition, which would read awkwardly in French.

FB · LADY COLL. The crochet co-ord your wardrobe is waiting for. #[Brand]

It doesn’t get more chic than a simple white dress with your fave sunnies. #[Brand]
L'ensemble en crochet que votre garde-robe attendait. #[Brand]

Difficile de faire plus chic qu'une simple robe blanche avec vos lunettes de soleil préférées. #[Brand]

"Sunglasses" rendered as "lunettes de soleil", not "solaires" — verified against active Luxembourg fashion e-commerce sites and adverts, where "solaires" alone does not appear.

"Co-ord" rendered as "ensemble", not "un coordonné" as a standalone noun — the latter is Québécois/OQLF usage, not attested in the LU/European market.

"Is waiting for" (present) rendered as "attendait" (imperfect) — a deliberate adaptation reflecting an established French marketing convention that creates a resolution effect ("the piece you were waiting for [is now here]"), cf. NAF NAF, RFM. ALT: "attend" (present), closer to the literal verbal aspect of the English source, if strict fidelity is preferred over the rhetorical effect.

FB · DENIM Denim refresh. A fresh take on spring denim and casual staples. Browse new spring jeans in exciting fits. Pair with denim shirts or ruffle blouses for a denim-on-denim look, or mix it up with washed T-shirts or retro-inspired tops. Le denim fait peau neuve. Une nouvelle approche du denim de printemps et des essentiels casual. Découvrez nos nouveaux jeans de printemps dans des coupes qui sortent de l'ordinaire. Associez-les à une chemise en jean ou une blouse à volants pour un total look denim, ou jouez le contraste avec des t-shirts délavés ou des tops à l'esprit rétro.

"Jeans" kept plural (referring to the range, not a single pair) — confirmed against H&M's own French category naming, which uses the same distinction. "Total look denim" reflects a construction genuinely in use on Luxembourg retail sites, not a literal rendering of "denim-on-denim".

FB · CAPSULE COLL. New: Make your statement | SmileyWorld® collection

Wear your smile. Bold prints meet positive vibes in a collection that lets your true self shine: WE ARE ALL ORIGINAL™
Nouveauté : affirmez votre style | Collection SmileyWorld®

Affichez votre sourire. Des imprimés audacieux et une énergie positive se rencontrent dans une collection qui révèle votre vraie personnalité : WE ARE ALL ORIGINAL™

"Wear your smile" rendered as "Affichez votre sourire", not a literal "Portez" — "wear a smile" is an established English idiom, but "porter un sourire" is not attested as natural French usage; forcing the parallel would read as a calque rather than preserve an intended pun.

"Lets your true self shine" rendered as "révèle votre vraie personnalité" rather than a more literal "laisse rayonner" — "shine" reads as a standard English expressive idiom here, with no supporting wordplay elsewhere in the copy, so a lighter, more standard French verb better matches the intended register.

Lowercase "affirmez" after "Nouveauté :" — French typographic convention keeps lowercase after a colon in this construction, unlike the English editorial capital after "New:".

INTERNAL · PRIDE -> Plan the morning meeting carefully and make all needed preparations for the team exercise and activities.

-> Read the material before the meeting and be familiar with its topics:
- What is Pride and why it matters for [Brand] Group and REEU
- Interesting facts about LGBTQIA+ community
- Pride history, key events & figures
- Becoming an LGBTQIA+ ally

-> Create favorable conditions for the meeting (turn off the music, make sure that no one is working or making noise)
-> Celebrate & have fun!
-> Préparez soigneusement la réunion du matin et prévoyez tout le nécessaire pour les exercices et activités d'équipe.

-> Lisez les documents en amont de la réunion et familiarisez-vous avec les sujets suivants :
- Ce qu'est la Pride et pourquoi elle compte pour le groupe [Brand] et REEU
- Des faits marquants sur la communauté LGBTQIA+
- L'histoire de la Pride, ses événements & figures clés
- Devenir un·e allié·e LGBTQIA+

-> Instaurez un cadre propice à la réunion (coupez la musique, veillez à ce que personne ne travaille ou ne fasse de bruit)
-> Célébrez & amusez-vous !

"Key events" rendered as "événements", not "dates" (corrected) — an event and a date are not equivalent; the initial draft narrowed the meaning of the source, which has been restored.

Inclusive writing ("un·e allié·e") applied for LGBTQIA+ content in professional communication — confirmed as standard practice in this context by IMS Luxembourg, an organization supporting Luxembourg businesses on workplace inclusion.

CRM · NEWSLETTER Subject: New yoga and pilates drop
New stylish SoftMove™ pieces
Move freely in the yoga or pilates studio in [Brand] Move’s new stylish SoftMove™ pieces. Women’s jumpsuits, leggings, hotpants, sports bras, tops & more available now.
Objet : Nouveautés yoga et pilates
Les nouvelles pièces SoftMove™, aussi stylées que confortables
Bougez en toute liberté au studio de yoga ou de pilates avec les nouvelles pièces SoftMove™ signées [Brand] Move. Pour femme, combinaisons, leggings, hotpants, brassières, tops & bien plus, disponibles dès maintenant.

"Brassière" preferred over "soutien-gorge de sport" — confirmed on two independent Luxembourg fashion e-commerce sites, where both terms coexist but "brassière" is the more natural fit for this collection's younger, dynamic register. ALT: "soutien-gorge de sport".

"Hotpants" kept, following H&M's own established naming for this item — though a comparable Luxembourg activewear site names the equivalent product "short", so this is a brand-consistency choice rather than a confirmed market-wide term.

"Move freely" rendered as "en toute liberté" — the fuller idiomatic construction attested in French sport/activewear marketing, preferred over a flatter single-adverb rendering.

"Au studio de yoga ou de pilates" (definite article, no possessive) reflects the source's generic "the studio". ALT: "dans votre studio", personalizing with a possessive, a common French advertising convention.

"Women's" repositioned to open the list ("Pour femme, combinaisons...") rather than trail at the end, restoring its scoping function — without adding punctuation absent from the source.

INTERNAL · SALE -> The purpose of this pack is to guide you through the SUMMER SALE 2025 strategy and help you set the best planning for your store.

-> SUMMER SALE is one of the biggest activity of the year.
- Massive opportunity to stay relevant to our customer & to secure stock freshness in our stores.
- Sell out the old stock before launching the new season.
- Balance SALE and Full Price in the best way.

-> Sale is an OMNI activity.
- We want our customer to shop in both channels.

-> Planning is everything.
- To plan workload in the stores in the best way it is extremely important to follow a structured plan that will help you execute all the steps in the most efficient way.
- We will keep you informed of updates through dedicated channels (Commercial weekly pack, weekly e-mail).

-> As always, we need to remain agile, flexible and open to potential changes if business will require us.
-> Ce support a pour objectif de vous guider dans la stratégie SOLDES D'ÉTÉ 2025 et de vous aider à établir le meilleur planning pour votre magasin.

-> Les SOLDES D'ÉTÉ comptent parmi les temps forts les plus importants de l'année.
- Une réelle opportunité de rester pertinents auprès de nos clients & d'assurer le renouvellement du stock en magasin.
- Écouler l'ancien stock avant le lancement de la nouvelle saison.
- Trouver le juste équilibre entre SOLDES et Full Price.

-> Les Soldes sont une activité OMNI.
- Nous voulons que nos clients puissent acheter sur les deux canaux.

-> Tout repose sur la planification.
- Pour organiser au mieux la charge de travail en magasin, il est essentiel de suivre un plan structuré qui vous permettra d'exécuter chaque étape avec un maximum d'efficacité.
- Nous vous tiendrons informés des mises à jour via nos canaux dédiés (Pack commercial hebdomadaire, e-mail hebdomadaire).

-> Comme toujours, nous devons rester agiles, flexibles et ouverts aux ajustements si l'activité l'exige.

"Full Price" and "OMNI" kept in English — standard, widely used retail industry jargon in internal communications, even in French-language corporate contexts.

SUSTAINABILITY 'SALES FOR YOU' INTERNAL COMMUNCIATION POWERPOINT DECK- APRIL 2025 Together with the annual and sustainability report, [Brand] Group published the sustainability progress report. We reported progress in our strategic priority areas in 2024, advancing the decarbonization of our supply chain and the use of lower impact materials without losing track of our commitment to be a fair and equal company. Both reports are available on [Brand] Group’s website.

Let’s start with a small quiz connected to the data we reported last month.

- How much do you think we managed to reduce our greenhouse gas emissions last year compared to 2019? (41%)

- What was the share of recycled or sustainably sourced materials in 2024? (89%)

- By how many percent did we reduce plastic packaging last year? (54%)
Parallèlement à son rapport annuel et RSE, le groupe [Brand] a publié son rapport d'avancement en matière de développement durable. Nous y avons fait état des progrès réalisés en 2024 sur nos priorités stratégiques, en accélérant la décarbonation de notre chaîne d'approvisionnement et en augmentant le recours à des matériaux à moindre impact, sans perdre de vue notre engagement en faveur d'une entreprise juste et équitable. Les deux rapports sont consultables sur le site du groupe [Brand].

Commençons par un petit quiz basé sur les données publiées le mois dernier.

- De combien pensez-vous que nous avons réduit nos émissions de gaz à effet de serre l'an dernier par rapport à 2019 ? (41 %)

- Quelle part de matériaux recyclés ou issus de sources durables avons-nous utilisée en 2024 ? (89 %)

- De quel pourcentage avons-nous réduit nos emballages plastiques l'an dernier ? (54 %)

"Décarbonation" used alongside "décarbonisation" — both terms are genuinely employed by the Luxembourg government itself (gouvernement.lu, PNEC 2021-2030 and related climate communications); "décarbonation" is retained here as the more concise, increasingly standard form, not as the sole correct option. ALT: "décarbonisation", equally valid and equally attested in Luxembourg official communications.

Verb tense shifted to passé composé ("nous avons fait état... en accélérant... et en augmentant...") to match the aspect of the source's "reported... advancing", rather than a present-tense rendering.

"Développement durable" / "durabilité" and "le groupe [Brand]" / "[Brand] Group": both pairs are genuinely interchangeable in real French coverage of H&M's own sustainability reporting. ALT noted for each.

Rates and current availability are detailed separately, on request.
CVL|GROUNDETHIQ-MEDIA
Cédric Van Lang