Elevating the Online Presence of Japanese Luxury Resellers
I recently had the pleasure of serving two exceptional clients based in Japan who specialize in selling pre-owned luxury brand goods. As usual, I worked as a subcontractor to a Tokyo-based marketing agency, handling translation, localization, and copywriting.
These retailers, renowned for their curated collection of designer handbags, watches, and jewelry from top European fashion houses, operate brick-and-mortar retail shops in Tokyo and Osaka and online stores built on the Shopify ecommerce platform.
Understanding the Luxury Resale Market
The luxury resale market has been experiencing significant growth in recent years, with more and more consumers looking to invest in high-quality, authentic designer pieces at a fraction of the original price. Japan, in particular, has a strong reputation for its well-maintained and carefully curated pre-owned luxury goods, thanks to the meticulous care taken by Japanese consumers and their aversion to counterfeits.
Adapting Best Practices for Japanese Resellers
To help my clients enhance their online presence and attract more customers, I began by researching the top players in the U.S. market to identify best practices that could be adapted to their websites and marketing strategies. While these clients had more limited budgets compared to the industry leaders, I believed that with the right approach, we could still create a compelling online experience for their target audience.
Crafting Emotionally Engaging Copy
One of the key insights I gained from my research was that purchasing a luxury item, even a pre-owned one, is always an emotional decision. Consumers buy these products because they are beautiful and well-crafted and confer a sense of prestige and elevated social status. With this in mind, I set out to localize their Japanese web copy into English, emphasizing each item's luxury, craftsmanship, and rigorous authentication process while still being accessible for the layperson to understand.
Not all of their overseas customers are native English speakers, so I avoided overly complex vocabulary and aimed for a junior-high reading level to ensure the content was accessible to a wide range of potential customers. The product descriptions were accompanied by stunning photography that showcased the like-new condition of the bags and watches, further reinforcing the value proposition of investing in pre-owned luxury goods.
Building Trust Through Storytelling and Transparency
In addition to product descriptions, I focused on building trust with potential customers by crafting extensive FAQs, customer support documentation, and transparent policies. I also helped tell the stories of the business owners and their passion for luxury goods and uncompromising standards, which added a personal touch to the online experience.
For customers interested in visiting the retail locations, I provided easy-to-follow guides for navigating Tokyo and Osaka, ensuring that the brick-and-mortar shops were just as accessible as the online stores.
Below is an excerpt from one of the About Us pages. I first created a direct translation, essentially an English mirror copy of the client's original Japanese. I then rewrote it to resonate with their target audience.
Direct Translation
Discontinued Branded Bags
By moving beyond the notion that high-brand bags are unaffordable and focusing on once-discontinued bags, we are exploring the possibility of bringing superior quality and affordability into the hands of a wider audience.
We believe that by giving used high-brand bags a new life, we can give everyone a choice. This comes from the joy I felt when I picked up a brand-name bag I had once purchased. Having a branded bag gave me a sense of fulfillment and confidence that I had never experienced before.
From these experiences, we are convinced that by finding value again in these forgotten items, we can share their richness with many others.
The Rewrite
Rediscovering Luxury Designer Bags
We believe everyone should have access to the joy and confidence of owning a high-quality designer bag. By focusing on discontinued bags, we aim to make luxury more affordable without compromising quality.
Our mission comes from a personal experience of the pleasure of owning beautiful designer bags. We want to share this feeling with others by giving these forgotten treasures a second life.
Discover our carefully chosen range of luxury brand bags and start on a journey of self-expression and empowerment. Boost your style and confidence with a timeless piece that reflects your unique personality.
Why It Works
The rewrite is better than the direct translation for several reasons:
Clearer and More Compelling Headline: "Rediscovering Luxury Designer Bags" is more descriptive and engaging than "Discontinued Branded Bags."
Stronger Opening Statement: The rewrite immediately communicates the core message of making luxury bags accessible to everyone, while the direct translation starts with a less impactful statement about affordability.
Emotional Appeal: The rewrite emphasizes the joy, confidence, and self-expression of owning a designer bag, making a stronger emotional connection with the reader.
Concise and Focused Language: The rewrite is more concise and uses more powerful language, such as "rediscovering," "affordable without compromising quality," and "forgotten treasures."
Call to Action: The rewrite includes a clear call to action, inviting the reader to "Discover our carefully chosen range of luxury brand bags," which is absent in the direct translation.
Personalization: The rewrite directly addresses the reader using "you" and "your," making the message more personal and engaging.
Better Flow and Structure: The rewrite has a more logical flow of ideas, starting with the mission, moving to the personal experience, and ending with a call to action, whereas the direct translation's structure is less coherent.
Overall, the rewrite is more compelling, emotionally engaging, and better structured, effectively communicating the brand's message and connecting with potential customers.
Expanding Reach Through Social Media and Email Marketing
To further enhance these retailers' online presence, I revamped their social media content across Instagram, Pinterest, and Facebook, creating engaging posts showcasing their stunning pre-owned luxury goods collection. I also optimized their email marketing newsletters and campaigns to inform customers about new arrivals, special promotions, and exclusive events.
The Results: Increased Trust and Sales
By capturing the allure and exceptional quality of their curated luxury goods in engaging trust-inspiring copy, I was able to help elevate the online presence and appeal of these two premier Japanese resellers of pre-owned designer fashion. The refreshed branding and content spotlighted their unique value proposition in the fast-growing vintage luxury market, attracting more customers locally and abroad.
As a result of these efforts, my clients saw a significant increase in website traffic, social media engagement, and, most importantly, sales. By leveraging the power of storytelling, emotional appeal, and transparent communication, we created an online experience that resonated with luxury consumers and positioned these Japanese resellers as trusted authorities in the pre-owned designer goods market.
