DOI: https://doi.org/10.14710/parole.v16i2.104-115

Translating Fashion: Rendering Adidas Accessory Descriptions from English into Indonesian

Universitas Jenderal Soedirman, Indonesia

Received: 6 Jul 2026; Revised: 28 Sep 2026; Accepted: 9 Oct 2026; Available online: 26 Oct 2026; Published: 1 Oct 2026.
Open Access Copyright (c) 2026 Dyah Raina Purwaningsih, Nadia Gitya Yulianita under http://creativecommons.org/licenses/by-sa/4.0.

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Abstract

Translation in the fashion industry is quite appealing to discuss since there will be some terminologies that might not have an equivalence in the target language. In addition, the fashion industry has broadened its reach to consumers through various media, including magazines, TV stations, and websites. Thus, this paper aims to examine the translation strategies employed on the website of a famous global brand, Adidas. To enable consumers to access information, the website offers various language options. This paper focuses on the English and Indonesian versions by looking at and comparing the English and Indonesian domains. This paper focuses on men's and women's accessories because fashion is also a part of adornment. The research employed a descriptive qualitative method, which aimed to describe a phenomenon, in this case, fashion translation. It was conducted by collecting the English and Indonesian versions of specifications for men's and women's accessories. This part was chosen because it contained rich data for analysis. Then, the researchers identified the translation strategies based on Chesterman’s theory. Based on the analysis, the most frequent translation strategy to use is literal translation, which belongs to syntactic category. This finding shows that the fashion terms are translated literally as the data are in form of phrase, so the syntactic changes are needed to be done in order to gain the closest equivalence and to maintain the specific nuance of a commercial product.

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Keywords: translation; fashion; advertisement; localization; equivalence

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Section: Research Article
Language : EN
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