The Brief & Challenge

ASOS wanted to elevate their multilingual marketing across Europe with a transcreation and copywriting partner who could match their pace and voice. The challenge was to capture the brand’s contemporary, Gen Z tone in every market — ensuring local resonance and engagement without diluting the original message.

Operating in a fast-moving environment, ASOS needed high-quality, nuanced content delivered at speed, with turnaround times aligned to their English publishing stream. To meet this, we began with a trial project, collaborating closely with Editorial, CRM and Content Management teams to design an efficient, scalable workflow.

Our approach included in-context QA to guarantee quality in the final format, and the implementation of a service desk model embedded within ASOS, ensuring smooth, rapid delivery of curated content to market.

Tailored for Speed & Scale

Bespoke Multilingual Workflow

We designed a custom step-by-step workflow to deliver culturally relevant, Gen Z-aligned content at the same pace as ASOS’ English output — ensuring quality without slowing down time-to-market.

Fashion Fluency in Every Market

Expert Linguist Teams

We built a team of linguists specialising in fashion, trends and local culture. Their expertise allowed ASOS to maintain authenticity while adapting its tone of voice for European audiences.

As Fast as In-House, Without the Overheads

Seamless Integration

By embedding QA in-situ and connecting directly with ASOS’ CMS, CRM and mailer tools, our team functioned like an in-house editorial unit — scalable for peak demand and fully secure.

Transcreation Snippets

Project:

ASOS / Premium Occasion Dresses

Channel:

Email

Language:

Spanish

    Source: Wheres the function?

    Versions:

    ¿Dónde está la fiesta?

    Back Translation:

    Where’s the party?

    Rationale:

    Similar to the source. It is a very common formula that shows a certain impatience and desire to celebrate.

    Source: Wheres the function?

    Versions:

    De punta en blanco

    Back Translation:

    Dressed to the nines

    Rationale:

    Idiomatic expression meaning to be very well dressed.

    Outcome

    The simplest of words loses complete meaning in another language.

    The use of idiomatic expressions speaks with the Spanish audience from their own pov – it underlines that ASOS is in on the language, the culture, the everyday lingo.


    We offered a safe option, but Diana added a little glamour to the “occasion”.

Proven Impact

Results That Speak 
for Themselves

The outcome of our collaboration with ASOS went beyond meeting deadlines — it delivered measurable business value. From stronger sales to faster operations and an extended partnership, these results show the power of a tailored transcreation workflow.

Stronger Sales Performance

+7% ABV



Expert linguists in 174+ languages help you connect with audiences worldwide.

Operational Excellence

In-House Speed



98% of clients return thanks to our quality, reliability and proven results.

Ongoing Partnership

Extended Collaboration



We deliver millions of translated words each year with accuracy and on-time delivery.

Image Gallery

Take a closer look at the work behind the project. This gallery showcases creative highlights, campaign assets and examples of how our language solutions came to life across different markets.

“Managed Language delivers high-quality, creative copy at speed. They understand our customers, keep our tone consistent across markets, and act as a cultural sounding board. Agile, proactive and collaborative, their team makes global communication effortless.”

Brenda Otero

ASOS

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