Filming product video for ten brands and two markets
Fred is the consumer store run by AV Šport, founded in 2012 to distribute Speedo across the former Yugoslavia and now describing itself as the exclusive distributor for Speedo, Falke, Burlington, GANT, VIKING and Didriksons across eight markets. The shop carries those six alongside Esprit, Chillafish, Nutcase and Mate e-bikes, and it sells into Slovenia and Croatia.
A retailer's content problem is not a brand's content problem. A brand has one product line and can plan a shoot around it. A store carrying ten brands has a catalogue that turns over with every season, and the video has to keep up with it: swim goggles in spring, insulated jackets in autumn, kids' boots before winter, a new bike model whenever it lands.
Fred films all of it in house. Nobody sends them finished creative, and nobody is going to. So every product video the team shoots is a video that has to exist twice, because the store speaks two languages and the second one was always the one that waited.
Translating Slovenian product video into Croatian
Slovenian and Croatian sit near each other. A Croatian customer watching a Slovenian product video will follow most of it, and that is exactly why so many companies in this region never bother translating between the two.
It is also the mistake. Following a video is not the same as being sold to by one. A viewer who has to work, even slightly, notices that the video was not made for them, and at the moment they are deciding whether to spend money on a jacket that is the wrong signal to send. Close languages are the ones where the gap is easiest to ignore and cheapest to close.
The glossary matters here for a reason specific to retail. Fred is selling other companies' brands, so the names have to come through untouched: Speedo's collection naming, Didriksons' weather protection terminology, GANT's product language, VIKING's sizing. Those are the words a customer types into search, and a store that renders them loosely loses the sale to whoever did not.
Ten brands, filmed every season, in a store that speaks two languages. Doing all of it twice was never realistic.
Producing both language versions from the same footage
110 videos now exist in both languages. Every one of them comes from footage the team had already filmed, so nothing was shot twice.
The practical change is that the two storefronts stopped running on different schedules. A product used to go live in Slovenia with video and in Croatia with photographs and a description, because the video existed and simply was not in the right language. Both stores now get the same content in the same week.
Retail runs on seasons, and seasons do not wait. Swimwear sells in a window, outerwear sells in a window, and a video that arrives after the window has closed is worth nothing at all. Getting both markets out of one filming session is the difference between a season's content being used and a season's content being wasted.
Similar languages are the ones companies skip. That is exactly why they are worth doing.