Global Marketing Done Right

hanes_home_greyWith tens of thousands of employees in more than 25 countries, Hanesbrands Inc. is more than familiar dealing with documents in multiple languages.

The Winston-Salem, N.C.-based global consumer-goods company has 50,000 people on its payroll; 35,500 of those are outside the United States.

Shortly after Hanesbrands spun off from the Sara Lee Corp. in 2006, it began searching
for a company who could not only translate employee information and legal documents
for all parts of the globe, but also format them as needed, said Victoria Triplett,
Hanesbrands manager of global ethics and compliance.

About six years ago, Hanesbrands began working with LinguaLinx. The Cohoes, N.Y.-
based firm not only offers translation services, but also interpretation, multilingual
copywriting, transcription, multicultural consulting, desktop publishing, website
localization, as well as related audio and video expertise.

“We have a variety of ways that we present, so they also create the layout of the
various languages. We’ve been working with (LinguaLinx) ever since that period,” she
explained.

“They have been very helpful in document layouts in the various languages. We’ll
develop materials internally in a design format and then (LinguaLinx) will lay out the
translated languages in the predesigned format for us.”

LinguaLinx translates Hanesbrands’ documents into eight languages.

The North Carolina company has roots that date back more than 100 years with such
well-known apparel brands as Bali, Champion, Hanes, L’eggs, Playtex and Wonderbra.
Not only does the firm have a presence in nearly 30 countries, but it also extends its
reach via its suppliers and vendors, Triplett noted. That makes it all the more important
for information to be appropriately translated so there is no miscommunication.

But it’s not just LinguaLinx’s expertise with translation, formatting and presentation that
has forged a strong relationship with Hanesbrands. It’s also its customer service and
responsiveness, Triplett said.

“When we embark on a project, we’re looking at planning and planning always involves
finance. We’re able to submit a document and get a quote and they’re able to do that
very quickly,” she continued. “(That) helps with execution as well.”

With Hanesbrands being deadline driven, it’s essential that it stay within budget.
So far, LinguaLinx has been up to the task of providing the required information for
Hanesbrands to make project decisions.

“They’re easy to work with because we have defined timelines,” Triplett said. “(They)
help us to estimate budget.”

She warned against using online translation tools such as Google Translate and
FreeTranslation.com. Although they are free to use, the sites have been known to
incorrectly translate words and phrases.

“There’s a real danger in that. The resources on the Web are limited,” Triplett said.
“Accuracy — that’s important. Especially translating and making it visible to those
around the world. You want to make sure the integrity of the document is maintained.”

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