Case: Skechers X MakesYouLocal

LLM models trained on Skechers' own terminology

4 markets

Ongoing product translations

Local expertise

Proofread by specialists

The beginning

US originals
Nordic audiences

For a brand like Skechers, product descriptions are a key part of the customer journey. A shopper needs the right information to make a decision - and that information needs to feel written for them, not pulled through a generic translator.

Delivering a consistent and local experience across four Nordic markets, right down to the product descriptions, is an important part of how Skechers presents itself to customers.

The details on a product page are what move a shopper from browsing to buying. What feels relevant and how it needs to be communicated differs from market to market - but in every one, it carries the same weight.

“With their extensive knowledge of our brand and products, we feel confident that we are in good hands with MakesYouLocal. They understand our brand and consistently deliver high-quality, well-crafted translations of our product descriptions across our different markets.”

Pernille Helsinghoff eCommerce Specialist, Skechers

The solution

Model training
Native proofreading

The solution is a full set up with an ongoing translation process that covers all of Skechers' product descriptions across four Nordic markets. Every batch is translated and quality-assured before it goes live - anything that would not work for a local audience gets removed or rewritten. Skechers can review the translations directly and give specific feedback.

We started by doing test rounds in Danish, and established the rules the model would work from: the right terminology for Skechers technologies in Danish, and how to handle measurements from imperial to metric. Once Danish was validated, we trained models for Swedish, Norwegian, and Finnish, running test batches on each before moving to full production. Every batch still goes through full proofreading by our native specialists.

Terminology that needs updating gets built back into the model, so each new batch benefits from everything we have learned in the ones before it.

One process for high quality translation

Here is what changed when Skechers handed their Nordic product descriptions to MakesYouLocal:

Product descriptions

All four Nordic markets now go through one process

AI translations

The more Skechers terminology the model learns, the less editing the next batch requires.

Brand terminology

The tone of voice is consistent across all four markets. Skechers technology names and material descriptions are translated the same way every time.

Could this be your setup?

Do you want to discuss where your business could benefit from a fresh perspective? Book a free 30-minute call with me. I will help you identify where to start, uncover opportunities for improvement, and show you how smarter AI solutions can create a better customer experience.

Max Riis Christensen CEO, MakesYouLocal

Book a meeting →

Product highlight:

A smarter way to scale translations

The rules the model works from are defined together: Skechers supply the brand knowledge, we set up the structure that applies it consistently across four languages. Everything is locked in before even a single batch goes out and about.

As translation memory grows, the process becomes more efficient - and this setup can scale with our clients:

The model flags only the segments it is less certain about - terminology that varies or phrasing that needs a native eye
As a next step our specialists can review only those segments
The rest is confirmed automatically, based on translation memory and pre-defined brand rules

Skechers have full control over what goes out with an easy feedback structure, and the setup adjusts as the market changes.

Read more about LLM transaltions here →