Abstract 

 Brand name is a bridge to link customers and products or servers. As a way of propagating and transmitting information, brand names’ role cannot be underestimated because it is not only an artful technique in persuading people to buy, but also gradually has become a must for social communication which in turn influences the development of society economy. The brand influence has become a major tool for enterprises to develop foreign markets. The paper makes a preliminary analysis on the strategies of Clothing’s brand name translation from the perspective of Skopos Theory. A general understanding of the significance of the selection of words, brand concept and cultural factors in the translation clothing brand names can provide help to the translation works.

Keywords:  clothing’s brand  brand’s name translation  Skopos Theory  translation  strategy

摘要

品牌是联系客户和产品或服务的桥梁。作为一种传播信息的手段，品牌的力量不可低估，因为它不仅是一种说服人们购买的巧妙技术，而且也逐渐成为社会沟通的工具进而影响社会经济的发展。品牌的影响力已经成为企业发展国外市场的一种主要工具。本文从目的论的角度对服装品牌翻译的策略以及在服装品牌的翻译过程中词汇的选择、品牌理念、文化差异等因素进行分析和探讨。

关键词: 服装品牌；品牌翻译；目的论；翻译策略

     Chapter One Introduction 
With the rapid acceleration of the globalization, more and more goods rush into the Chinese market. At the same time, more and more Chinese brands go out of the country and gain a foothold in the world market. Brand can be said to be the gold card of products and it reflects the images and services of the product itself. Therefore, a smart and wonderful translation of the brand is the first task that needs to be completed. Throughout the translation of clothing brand on the market, there are many successful translations which have become international popular brands, but unsatisfactory translations also can be seen everywhere. Fortunately, many products manufacturers realize the importance of the brand name translation and pay more attention to the translation quality.