COS: Delivering the Language of Style to Global Audience

  • Yuliya Borys
My Role in this project: Lead Account Manager for the language and culture services of the global fashion brand COS.
As part of this partnership I am responsible for a host of marketing collateral, including in-store signage and window vinyls, new season kick-off films, Style & Tone Guidelines for the COS’s internal teams, and additional market support in 25+ European and Asian markets. I lead the team and ensure the final Quality Assurance of all communications reaching the Client’s internal teams as well as end customers.
I oversee transcreation (creative translation that delivers the message in culturally relevant, relatable and appealing manner) for in-store signage for branches in over a dozen different countries to ensure customer on-brand messaging, clear navigation and customer services guidance.
Together with my central team in London HQ and the best fashion writers based in the local markets, I am further helping COS to inspire their customers with a weekly localised newsletter copy to maintain the brand’s relaxed, sophisticated voice across all communications; transcreation of the content around new product launches and the brand’s ‘Things’ section online covering the world of art, architecture and design.
For staff members I oversee localisation of the mood films of new season collections, ensuring a cohesive understanding of latest designs and trends in branches around the globe. Finally, I oversee ad-hoc language support services, for example, shaping the specific brand voice for COS’ launch in Korea. This included brand guidelines, partner brand guidelines and market specific customer service responses for email communications.