The UK clothing chain Burton gives us marketers a timely reminder about the importance of correct translation. Full story via the Guardian.
When Bristol university student Paddy Shuttleworth spotted an unassuming grey cotton T-shirt in his local Burton menswear shop, he was, to say the least, surprised; not by the price (a modest £12) but by the Cyrillic writing surrounding the double headed eagle motif which, as a Russian language student, he was able to translate. Rather unfortunately, it read: “We will cleanse Russia of non-Russians!”
“I did mention to the girl as I bought one of the shirts, that it was politically probably quite dangerous,” says Mr Shuttleworth.
Apparently they had been told the t-shirts slogan said “Be Proud of Russia”. Opps.
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