Michael Kors

The Passport to Selling Success


Michael Kors is a world-renowned, award-winning designer of luxury accessories and ready-to-wear fashion. The company, established in 1981, currently produces a range of products including accessories, footwear, watches and jewellery, men’s and women’s ready-to-wear, and a full line of fragrance products.

Michael Kors came to Burboff to adapt internal sales training packs and online product descriptions for the Chinese market. The training copy needed to be fluent and natural in the native language, as well as clear and engaging to the brand’s staff. As for the product content, it was absolutely imperative that all copy was of the highest standard, handled with complete care and accuracy, and within a strict timeframe.


In addition to adapting the original English copy supplied by Michael Kors, Burboff needed to ensure that the conversation examples in the training pack were realistic, that the style and tone of voice was appropriate for luxury sales, and that any terminology or product names were precise and consistent with the Michael Kors vocabulary.

Using our rigorously-selected translators and proofreaders, we quickly set up teams for each language, supervised by an overall project manager. As a first step, the project manager identified any important terms to be added to the client glossary and, once agreed, this glossary was used to ensure consistency of meaning across all languages. We rolled out the tested adaptations with minimum client revisions, providing a smooth and efficient service with high-quality, perfect outcomes. We achieved the natural, on-brand tone of voice, and successfully delivered all adapted materials within the set timeframe.


Michael Kors was impressed with the speed and quality of the work, providing us to be a reliable and efficient partner to the premium brand.