Welcome to Teespring Europe

The opportunity to create a t-shirt business in Europe is tremendous. There are 582 million internet users and 251 million Facebook users, all of whom have a variety of unique passions and interests. Because the custom apparel business is newer in Europe there are a ton of untapped niches that you can access far less expensively than those in the US.

Teespring’s platform makes buying in Europe a world-class experience, so all you have to worry about is creating a campaign and finding an audience. We handle the rest with localized campaign pages, European shipping times and rates and customer service in 18 languages and every EU timezone.

PASSPORT NEW_WEN cut psd-06 (1).png

Creating t-shirts for European buyers is just like doing it in America. English campaigns work well, but you can also translate designs into other languages and research new niches and interests all over Europe.

We’ll go through the 3 Major approaches:

  1. Selling designs in English
  2. Translating a design
  3. Exploring new European niches

And from there we'll dive into detail on regional markets. Read on to learn how to start focusing on Europe!

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Design Templates

Take advantage of these free templates! If you're in Chrome the PSD file will download as soon as you click the image, in other browsers you may have to to save the PSD file once it opens in a new window. 

 

Selling Designs in English

If you have a design that was successful in the US you might be able to re-use it in Europe without any changes. You can start by targeting English-speaking countries like the UK, Scotland and Ireland.

Additionally, many European countries like the Netherlands, Germany, Scandinavia and Switzerland have large English speaking populations.

Percent of English speakers  in European countries

Percent of English speakers  in European countries

To get started selling English campaigns in Europe have a look at your top-selling campaigns and do the following:

  1. Google if there is an audience for it in the country you want to target (e.g. is that sport played in the UK as well)
  2. Skim one/two forums or articles to see if there are any major differences in that niche
  3. If there are no major differences then check the audience size in Audience Insights on Facebook. Simply choose the same targeting you would use for the US and only change the target country.
  4. As the US is much larger than the UK you might have to add a few interests to increase the audience size (ideally between 50k – 150k people).
  5. Set up your campaign on Teespring EU with the same design and the same or slightly expanded targeting.

And that’s it!

A simple yet effective strategy that does not require translation is focusing on expats. People who live far from their native country are usually nostalgic for their homeland and more prone to showcase their national pride; a unique custom t-shirt can be the perfect way to do that! 

A design featuring the text “I might live in [the UK], but I’ll always be from [Paris]” is a great example of an expat design!

Making Adjustments

Sometimes all you need to do is make some minor adjustments to a design before targeting a new EU market.

Spelling - Keep in mind that there are some spelling differences between American and British English like mom = mum, color = colour, etc. So if you have a design for moms then make sure you spell it “mums” on the tee.

Example: I’m a tattooed mum – just like a normal mum except much cooler.

Adjusting for New Niches - A lot of popular designs can be applied to new audiences simply by amending a few keywords. For example, if you want to use a phrase like “Softball Mom – some dream their entire life of meeting their favorite player, I raised mine”, you would just need to google if that sport is popular in British schools as well. In you research you will quickly notice that the British are much more interested in rugby and that softball hardly exists there. So simply replace “softball” with rugby, make any spelling adjustments needed (mom = mum, favorite = favourite) and you’ll be ready to go!

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Translating Your Campaigns

When you translate designs into different languages, you expand your number of potential buyers! Apart from English, the most widely spoken languages in the EU are German, Italian, French, Spanish and Polish. The UK is one of the biggest EU markets right now, but German and French campaigns sell consistently too; if you're not translating campaigns you could be missing out on these new markets!

Continue reading for translation tips on campaigns, designs and find out just how easy it is to set up Facebook ads targeting non-English speaking countries.

Translating Text

You will have to pay particular attention to these linguistic elements:

  • Design
  • Campaign title
  • Campaign description
  • FB ad copy
See how easy it can be to translate a successful design?

See how easy it can be to translate a successful design?

Translation Sites

When translating text you are trying to convey the full meaning of what you’re trying to say, not just change the words. Because of this it is best to get a native speaker to do the translator for you.

You can get a good, quick and cheap translation by finding a freelancer online. Some websites where you can find this are:

www.freelancer.com

www.peopleperhour.com

www.odesk.com

www.fiverr.com

On Freelancer, Peopleperhour, and Odesk, you can post a “job” explaining what you need and people will place a bid with the cost and turnaround time they can do it for. Then you choose the freelancer that has the best price and experience (look at their reviews) for the job!

On Fiverr, you can find people who will translate up to a certain word count for $5. Again, look at their reviews to make sure they can be trusted to provide a quality translation.

No matter which site you choose, make sure you work with native speakers!

Tips for your translator

Cultural Context -  When you ask for a translation, give some context so that the freelancer understands what the design is going to be used for and who the target audience is (including gender–remember, some languages will require different versions of the design for men and women).

Design Context - If you havean English version of the design include the image with your translation request so the translator understands what you want to use the text for.

Tone - specify the tone (formal/informal) and if your design uses any “slang”, ask the translator to find the best match in their language.

Build a Relationship - Once you find a good translator to work with, you should continue using them for all your translation needs in that language because the more they work with you, the more they’ll understand what you’re looking for!

Be sure to check out our country-specific sections which provide useful EU market tips and translation templates in German and French!

Translating Images

While US buyers like bold statements with big images and texts Europeans tend to go for  “lighter” or more subtle design elements.

US designs also sometimes bring a level of intensity that doesn’t resonate in Europe. For example; designs for the US biker niche tend to include elements like skulls, flames, etc. However if you research the German motorcycling niche, you will notice that while this audience is passionate they prefer a slightly less aggressive design.

Targeting non-English speaking countries

Creating Facebook ads for EU campaigns is similar to creating ads for US campaigns; to create a Facebook ad targeting non-English speaking countries simply choose the target country, language and then add some interests in English as you normally would. Facebook translates keywords for you if you select a particular language for your target audience, like German (as shown in the image below). This means you can set up your ads as you normally would!

audience.png

In the example above you can see the language is German, the target audience “interests” are in English; Facebook automatically translates these interests into German.

If you want to add language-specific interests go to pons.eu and translate the keywords of your design (e.g. the word “motorcycling” if your design is for bikers) and add those words to the “interests” of your Facebook ad.

Keep in mind that the interest groups will be smaller (Germany is a lot smaller than the USA). You can deal with this by:

  • Picking bigger or broader interest groups or adding more until your target audience reaches a good size (50 - 150k people).
  • Using the country you target as an “interest” to cross with your main audience (ex. “German Biker”).
  • Check what other markets speak the same language and add them to your targeting (ex. Germany, Austria, Switzerland and Luxembourg all have German as a national language).
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Discovering a New Niche

Discovering a new niche can be a great way to enter into an untapped market. With a little bit of work you can find a group of people who have never seen custom apparel for their interests ever before.

If you want to find new, untapped niches throughout Europe just follow these steps!

Find Popular Interests and Trending Topics

Looking for what’s popular in a country is good way to target a completely new European niche. Look to Social Searcher, Google News, Bing News, Twitter and Facebook Trending Topics for new content.

What are the main topics people are talking about today in European countries? What are the major interests? Is there a group of people particularly passionate about a certain cause or hobby? Do you think they’ll be likely to buy and wear a t-shirt showing support for this movement or group? If the answer to these questions is “yes” then you’ve found an audience!

Then find out what people are saying about it

Once you’ve found a topic you can find out how people feel about it by look at social media. Facebook, Pinterest, Instagram and Tumblr can be great sources of inspiration.

If you’ve found an interest in a country, you can find fan pages relating to it and see what people are saying about it. How do they talk about it? What gets them going and what are their favorite phrases? You can even join the conversation and ask them what kind of apparel they’d like to see. A lot of people can speak English and love to discuss their passions.

And Find Design Inspiration

Once you’ve found a niche and found out how people talk about it, you just need to create the design. You can learn about the aesthetic taste of your niche by searching for existing apparel.

On Etsy and Pinterest, for example, search for “personalized [niche] t-shirt” to see the most recent unique tees created and on sale. You will likely find designs in German and French as well. If you don’t, you can use the French or German translation of“personalized [niche] t-shirt” as your keyword - just use Google Translator.

Do you see a design you think might work, or that worked in the past? Have a look first at the popularity of that niche in that country (to make sure it still has enough passionates) and then try to use the same niche (of course, changing the design!) for your next European campaign.

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Welcome to Germany!

German speaking countries include:

  1. Germany
  2. Switzerland
  3. Austria
  4. Luxembourg

 

Even though these are four completely different countries you may find that some niches work well in more than one; test various niches and designs and when you find one that works see if the same design performs well in another country, or in the same country but in a different language (Switzerland has 4 official languages for example).

Language tips and translation example

If you target German speaking markets, it’s always recommended to translate your design, except in cases in which the message is clearly made to be kept in English, like the popular British quote: “KEEP CALM AND…” or similar (very simple) kinds of messages. It’s very common for people in these countries to be bilingual or even trilingual; especially with younger audiences (40 and younger) knowing how to speak English is “cool” so you could try using designs in English (but make sure the campaign description and the FB ad copy are in German).

In the German language, the ending of adjectives/adverbs and the article can change depending on the gender of the nouns you use. If you particularly want to address women don’t forget to pay attention to the gender of the nouns you use [e.g. teacher: Lehrer (male), Lehrerin (female)]. It’s always a good idea to check with your translator[1]  about the gender-specific words in your design – and to make sure you target the correct gender with your ads!

Sample German campaign description:

Nur für kurze Zeit – Endet am (date). September!

Nicht im Geschäft erhältlich. 

Garantierte sichere Zahlung mit:

PAYPAL | VISA | MASTERCARD

TIPP: Teile es mit deinen Freunden und deiner Familie, um Geld beim Versand zu sparen

Klick JETZT KAUFEN um zu bestellen!

English version:

Limited Time Only – Ends on the (date) of September!

Not Sold in Stores.

Guaranteed safe & secure checkout via: Paypal | VISA | MASTERCARD

TIP: Share it with your friends and family to save money on the shipping costs!

Click “Buy now” to order today!

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Three “German speaking niches” to try

1. SPORT THEMES

Germans (and people living in German speaking countries) tend to be quite passionates about different kind of sports, especially winter sports. If you’re new to German-speaking markets look to the following sports for new niche inspiration:

  • Football (Soccer to Americans, and Fussball in German!)
  • Handball
  • Ice Hockey
  • Basketball
  • Motorsport (especially Formula 1)
  • Tennis
  • Skiing
  • Cycling
  • Golf
  • Boxing

2. FOOD & DRINK (BEER!) THEMES

There are a ton of beer connoisseurs in Germany and Austria. To target this audience (since “beer” is a powerful but quite generic interest) what you could do is merge two different passions using Audience Intersect, like “Beer & Bratwurst” for example. Some of the most effective interest pairings are with sports too, here are some ideas:

  • Skiing & Beer
  • Snowboarding & Beer
  • Motorbikes & Beer
  • Cycling & Beer
  • Mountainbiking & Beer
  • Hiking & Beer
  • Football & Beer
  • Ice hockey & Beer

3. REGIONAL PRIDE THEMES

Germany, Austria and Switzerland are composed of different regions, each one with different customs and traditions. Germany alone has 16 regions! Make sure to do some basic research before deciding to go with a particular region. You could for example focus on historical rivalry between regions, or between cities in the same region, as in the case of Köln (Cologne) and Düsseldorf.

Look at the following list to discover all Germany’s regions and you can also click on the single names if you need more information:

North Rhine-WestphaliaBavariaBaden-WürttembergLower SaxonyHesseRhineland-PalatinateBerlinSaxonyHamburgSchleswig-HolsteinBrandenburgSaxony-AnhaltThuringiaMecklenburg-VorpommernSaarlandBremen

4. “Career” design ideas and German translation

Keep in mind you can apply any of the following phrases to various careers. These are just a few examples of designs that have worked in various European markets during the past year; get creative and come up with new design phrases for your next campaign!

Nurse:

  • “When you’re a nurse you know that every day you will touch a life or a life will touch yours”
    • Female version in German:
      • Wenn du Krankenschwester bist weißt du, dass du jeden Tag ein Leben berühren wirst oder ein Leben deins berühren wird
    • Male version in German:
      • Wenn du Krankenpfleger bist weißt du, dass du jeden Tag ein Leben berühren wirst oder ein Leben deins berühren wird
  • “This nurse needs a beer”
    • Female version in German:
      • Diese Krankenschwester braucht ein Bier
    • Male version in German:
      • Dieser Krankenpfleger braucht ein Bier
  • “Safety first drink with a nurse”
    • Female version in German:
      • Sicherheit geht vor, trink mit einer Krankenschwester
    • Male version in German:
      • Sicherheit geht vor, trink mit einem Krankenpfleger
  • “Cute enough to stop your heart, skilled enough to restart it”
    • This translation works for male and female:
      • Süß genug um dein Herz zum Stillstand zu bringen, talentiert genug um es wieder zum Schlagen zu bringen

Engineer :

  • “I’m an Engineer to save time let’s just assume that I’m never wrong”
    • Male version in German:
      • Ich bin Ingenieur um Zeit zu sparen lass uns davon ausgehen, dass ich immer Recht habe
    • Female version in German:
      • Ich bin Ingenieurin um Zeit zu sparen lass uns davon ausgehen, dass ich immer Recht habe
  • “Trust me I’m an Engineer”
    • Male version in German:
      • Vertrau mir ich bin Ingenieur
    • Female version in German:
      • Vertrau mir ich bin Ingenieurin
  • “Real women marry engineers”
    • Echte Frauen heiraten Ingenieure
  • “Real men marry engineers”
    • Echte Männer heiraten Ingenieurinnen
  • “Keep calm and let the engineer handle it”
    • Male version in German:
      • Bleib ruhig und lass den Ingenieur das machen
    • Female version in German:
      • Bleib ruhig und lass die Ingenieurin das machen

Other:

  • “Office Manager – because freakin’ miracle worker isn’t an official job title”
    • Male version in German:
      • Büroleiter – weil verdammter Wundertäter keine offizielle Berufsbezeichnung ist
    • Female version in German:
      • Büroleiterin – weil verdammte Wundertäterin keine offizielle Berufsbezeichnung ist
  • “Keep calm and let the office manager handle it”
    • Male version in German:
      • Bleib ruhig und lass den Büroleiter das machen
    • Female version in German:
      • Bleib ruhig und lass die Büroleiterin das machen
  • “Sorry but this girl is taken by a smokin’ hot technician”
    • Male technician:
      • Sorry aber dieses Mädchen ist vergeben an einen super heißen Techniker
  • “Teacher – only because superwoman isn’t an actual job title”
    • Female version in German:
      • Lehrerin – nur weil Superwoman keine echte Berufsbezeichnung ist
  • “Don’t make me use my teacher voice”
    • Male or female
      • Bring mich nicht dazu meine Lehrerstimme zu benutzen
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German Speaking Country Tips 

Germany

Because of the strength of regional pride in Germany if you’re not sure where to begin with German-speaking markets pick a state to explore! Baden-Württemberg for example is one of Germany’s wealthiest states and is known for famous German car manufacturers like Mercedes, Audi and Porsche.

Eastern Germans (especially people over 40) still have a strong sense of community from before the fall of the Iron Curtain (in 1989). They have traditional Eastern German food and other customs which differentiate them from their Western neighbors.

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Quick tips for Germany:

  • Beer and wine themes – Germans love both!
  • Regional pride and dialects
  • Cross country skiers
  • Skiing + drinking
  • Ski pride based on region
  • Snowboarders vs. skiers
  • Engineering is one of the most common fields of study + jobs
  • There are over 300 motorcycle routes in Germany – it’s a popular hobby
  • Popular dog breeds: Labrador Retriever (Labrador) Golden Retriever, German Shepherd (Deutscher Schäferhund), Dachschund (Dackel)
  • About 12.4 million people do horse-related activities/sports
  • Over 20% of the population is 60 – 80 years old – did someone say “grandma” themes?
  • Golf is especially popular in Bavaria and North Rhine-Westphalia

Austria

In Austria there are nine different provinces and each one has unique characteristics; Tyrol is known for having some of the best ski resorts in the country and is loved by water sports fans, Vienna is famous in Austria for its wine, Upper Austria is known far and wide by nature enthusiasts and the list goes on! Niche themes that perform well in Germany may work in Austria too; especially sports, drinking themes, hobbies, etc.

Quick tips for Austria:

  • Cross country skiers
  • Cycling
  • Skiing + drinking
  • Ski pride based on region
  • Wine and beer themes
  • Nature/sport themes
  • Try applying designs/themes that work in Germany to Austria

Switzerland

There are 26 cantons (federal states) in Switzerland; in some areas people primarily speak German while in others they also speak French and Italian. It’s common for people to be bilingual as well! Outdoor activities are popular in this country like golfing, cycling, horseback riding, snow-sports, etc. Make sure to check out what languages are prominent in an area before you create a design for your campaign. Because many of the same activities are popular in different cantons you may find that offering the same design in a few different languages will work as well!

Quick tips for Switzerland:

  • Cross country skiers
  • Skiing + drinking
  • Ski pride based on region
  • Golf
  • Horseback riding
  • Cycling
  • Hiking – outdoor activities/sports
  • Rock climbing

Luxembourg

French, German and Luxembourgish are the official languages of Luxembourg. German and French (German is more common) are taught primarily in schools and the majority of the population is trilingual. Luxembourgish identity groups are becoming popular as people in this country try to preserve their unique cultural identity and language; Luxembourgish is spoken at home by native-born residents. Tourism is a big industry in Luxembourg. Currently 42% of the population is between 25 and 54 years old and is about 50/50 male/female.

Quick tips for Luxembourg:

  • International dog show takes place in Luxembourg – dogs/pets niche
  • Breeds like Bull Terrier, Mastiff, Pit bull, etc. are considered “dangerous” so the “Relax, it’s a Mastiff…not a freakin’ shark” type of designs might appeal to some groups who feel the laws are unjust
  • Largest immigration groups are from Italy and Portugal
  • Cross country skiers
  • Skiing + drinking
  • Ski pride based on region
  • Golf
  • Horseback riding
  • Cycling
  • Hiking – outdoor activities/sports
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Here are thetop 10 selling items and colors selectins in German-speaking markets based on data collected from January 1st to present.

  1. Standard Unisex T-shirt - Black
  2. Standard Unisex T-shirt - Navy
  3. Standard Womens T-shirt - Black
  4. Hoodies and Sweatshirts - Jet Black
  5. Womens V-neck T-shirt - Black
  6. Standard Unisex T-shirt - Charcoal
  7. Standard Unisex T-shirt - Royal Blue
  8. Womens Tank Top - Black
  9. Standard Womens T-shirt - Navy
  10. Hoodies and Sweatshirts - Oxford Navy

Remember to pay attention to the season when launching your campaigns; during the cold months, especially from October to March/April, always make sure you include hoodies and sweatshirts among the products you offer with your campaign as the demand for these items rise during the winter months.

Below are some recommended price ranges (£ and € prices include VAT) for products sold to German-speaking markets. This list  can be used as an initial guide; once you begin selling you may want to increase or decrease prices based on your campaign's performance. You can also check current exchange rates to make sure the selling price is optimal.

  • Standard Unisex/Ladies Tees & V-neck Tees  £14-£19 / €17-€24 / $18-$27
  • Standard Unisex Tees (S - 5XL) £15-19 / €18-25 / $19-$22
  • Long Sleeve Tee  £17-£22 / €21-€28 / $22-$29
  • Tank Tops  £14-£18 / €17-€23 / $18-$26
  • Premium Unisex Tees  £15-£19 / €17-€25 / $19-$26
  • Sweatshirts £24-£27 / €29-€34 / $30-$35
  • Hoodies £25-£28 / €30-€37 / $31-$38
  • Zoodies £26-£30 / €32-€39 / $33-$40
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Welcome to France!

French speaking countries include:

  1. France
  2. Belgium
  3. Monaco
  4. Canada (Quebec)
  5. Luxembourg
  6. Morocco
Percent of French speakers in countries around the world

Percent of French speakers in countries around the world

Language tips and translation examples

If you target French speaking markets, it’s always recommended to translate your design, except in the cases in which the message is clearly made to be kept in English, like the popular British quote: “KEEP CALM AND…” or similar messages.

The French language requires two different words for each gender, and therefore 2 different designs, to express the same message. This happens when your design includes adjectives that refer to both to men and women. It’s a good idea to check with your translator about the gender-specific words in your design – and to make sure you target the correct gender with your ads!

Click here to read our case study that shows the importance of (correct!) French translations.

Sample French campaign description:

** Edition limitée t-shirt et sweat pour _____ (who is the shirt for)**

(non vendu en magasin)

Paiement garanti 100% SÉCURISÉ via

Paypal/VISA/MASTERCARD

Comment passer commande :

  1. Cliquez sur le menu déroulant et sélectionnez votre modèle et votre couleur
  2. Cliquez sur « Acheter maintenant »
  3. Sélectionnez la taille et la quantité de votre choix, vous pouvez ajouter un autre modèle
  4. Entrez vos informations bancaires et votre adresse de livraison
  5. Et le tour est joué !

ATTENTION: Cette campagne se finit dans moins de ___jours. N’oubliez pas de partager avec votre famille et vos amis avant qu’il ne soit trop tard!

English version:

** Limited Edition – t-shirt and sweatshirt for ____ (who is the shirt for)**

(not sold in stores)

Safe and secure payment guaranteed via:

Paypal/VISA/MASTERCARD

How to place your order:

  1. Click on the dropdown list and choose your style and color
  2. Click on “Buy Now”
  3. Choose the size and how many items you want, you can also add another style if you’d like
  4. Write down your bank details and your shipping address
  5. That’s it!

REMEMBER: This campaign ends in less than ___ days (in how many days the campaign is over). Don’t forget to share this campaign with family and friends before it’s too late!)

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Five “French speaking niches” to try

1. HOBBY THEMES

While the french may be known for sophisticated fashion, they still love a good t-shirt design! There are countless “French hobbies” you can explore, here are some ideas to get you started:

  • Wine
  • Cooking
  • Parkour (similar to martial arts)
  • Cinema
  • Skiing
  • Sailing
  • Kitesurfing
  • Horseback riding

You can combine hobbies with other niches such as family (e.g. “I’m a kitesurfing mom, just like a normal mom but much cooler”), jobs (“Nurse by day, Parkour ninja by night”) regional pride, sports and more. Combining interests will create a very passionate niche who will think your t-shirt has been made just for them!

2. POPULAR “PET” THEMES

The French love their pets; in France alone there are more than 44 million pets! The most popular animal companions in France are dogs and cats. Below is the top 10 most popular dog breeds in France:

  • Poodles
  • Labradors
  • Yorkshire Terriers
  • King Charles Spaniels
  • German Shepherds
  • Toy dogs
  • Cocker Spaniels
  • Fox Terriers
  • Boxers
  • Colleys

Let’s not forget about France’s other furry friends; it might be a bit surprising, those 44 million pets include fish (21.1 millions), birds (5.7 millions) and rodents (1.5 millions).

3. SPORT THEMES

The French are passionate about sports and there are lots to choose from! Some of the most popular sports include:

  • Football (aka soccer)
  • Tennis (remember the French Open!)
  • Rugby
  • Cycling (Tour de France)
  • Motorsports
  • Handball
  • Basketball

If you’re looking into popular sports niches why not try combining them with a regional pride niche to narrow your audience and reach the most passionate group? Here’s an example:

  • You could try to target passionate ice hockey fans who have an interest in a certain Canadian team, live in France and moved just recently. You can stress the regional pride in the campaign description as well by adding lines like: “Special products for French Canadian fans living in France.”
    • “I might live in France but during game season my heart and my soul belong to Montréal”
    • “Je vis peut-être en France mais les jours de match, mon coeur et mon âme sont à Montréal“

4. PRIDE & HERITAGE THEMES

As anticipated above, generally certain regions in France and Canada have a strong national sense of pride and don’t want to be mistaken for being from another region or country. For example:

  • The language and culture of French Canadians versus people from France differs significantly; people from Canada very often don’t want to be mistaken as being from France. Quebec in particular is a very proud province. Possible slogans would be:
    • “Never underestimate the power of a Canadian woman who lives in France”
    • “Ne sous-estimez jamais le pouvoir d’une Canadienne vivant en France“
  • Also European French speakers are proud of their country:
    • “Never underestimate the power of a Belgian guy”
    • “Ne sous-estimez jamais le pouvoir d’un Belge“
  • And in France particularly the region Brittany is a very proud of its heritage:
    • “Why should I learn English? Tomorrow the world is going to speak Breton!”
    • “Pourquoi apprendre l’anglais ? Demain le monde parlera le Breton!“

5. FAMILY RELATED THEMES

Many French speakers are very proud of their familial status. For example, a dad or grandma with a certain hobby or passion which makes him/her stand out from the crowd. These kinds of designs make perfect gifts and can become hugely successful niche markets when targeted correctly. If you know a design works for other markets why not translate it and target it at French-speakers too? Here are a few examples of design phrases that work:

  •  “Keep Calm and let grandma handle it”
    • “Reste calme et laisse mamie s’en occuper“
  • “I’m a tattooed grandma – just like a normal grandma but much cooler”
    • “Je suis une grand-mère tatouée – une grand-mère normale juste plus cool“
  • “I have a beautiful daughter – I also have a gun, a shovel and an alibi”
    • “J’ai une fille magnifique – J’ai aussi un pistolet, une pelle et un alibi“

Deepening the sport niche: a real-life example

Let’s put the case we want to run a campaign on cycling.

First of all, let’s not forget that many countries and cities outside of France also speak French. In many parts of Canada the primary language is French, as well as places like Monaco, Belgium, Luxembourg and Switzerland. Aside from sharing the French language many of these locations also share common interests or niche markets.

As mentioned in this article, the French are very passionate about cycling (see the Tour de France). If you are a seller and would like to try focusing on this niche you should do some research first: find the most popular cycling magazines, bicycle brands and equipment, smaller races/cycling events, famous cyclists, etc.

“I LOVE it when MY WIFE lets me go cycling”: this is a classic design in every language which works with a wide range of hobbies and activities:

And here is an example on how you can set up your targeting on FB for this kind of campaign:

* Audience Insights function: Switch your FB language to “English U.S.”, then go to facebook.com/ads/manage to access the Audience Insights tool on the left hand side

  • Location: Target all French-speaking markets
  • Language: Specify that you only want to target people who actually speak French
  • Gender: For this design we won’t exclude women as a target group for the ad; although the design is for men, women are also very likely to buy this kind of shirt for their husbands as a gift, for example.
  • Relationship status: Here you can select that you only want to target people who are actually married and who like to show it.
  • Age: The spending power and enthusiasm of women aged 45+ is one of the higher demographics in the market. In our case we can set the age range example is from 35 to 55. We can then narrow it down even more after 48 hours and after seeing the first results (based on clicks/conversions).
  • Interests: This is the most crucial part of the ad. Instead of just adding big and shallow groups like “Cycling” or “Bicycle” add more specific groups where you think passionate buyers are located. Even though FB generally does it for you, to be more sure about the accuracy of your target translate the most important words in this niche (like bicycle is “vélo” in French) and add them as interest, search for specific interests within the cycling niche (like mountain biking or road cycling), add some of the most popular bicycle brands, some events passionate cyclists would like to watch or participate in, etc. In the “Likes” section of the Audience Insights tool you can then see in what else your target group is interested in—e.g. “Tour de France” or “Decathlon France”. Click on the links if you are not sure if the groups shown could contain potential buyers.

If you want to narrow down your target audience use the Audience Intersect tool. Using AI you can target individuals who are interested in both cycling events and particular bicycle brands for example. This will help you to specifically target potential buyers who are most passionate about that niche:

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* Audience Intersect function - only available to use once you set up your FB ad.

There’s also great potential for other sports too; designs like “Dieu a crée le rugby pour que les joueurs de foot aient aussi des héros” (God created Rugby so that football players can have heroes too) work really well in the French market as well. Besides big and famous sports like rugby, ice hockey, football, etc. you should also consider targeting country or area specific sport activities. These specialized niches are often untouched; “Keep Calm and Play Pétanque” or “Pétanque addict” for example. Research popular sport activities in any of the French-speaking countries and let your creativity run wild.

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French Products and Pricing

Here are the top selling products in French speaking markets:

  1. Standard Unisex T-shirt - Black
  2. Standard Unisex T-shirt - Navy
  3. Womens V-neck T-shirt - Black
  4. Hoodies and Sweatshirts - Black
  5. Standard Unisex T-shirt - Royal Blue
  6. Womens Tank Top - Black
  7. Standard Womens T-shirt - Black
  8. Standard Unisex T-shirt - Charcoal
  9. Womens V-neck T-shirt - Navy
  10. Womens Tank Top - Cherry Red

Similar to English and German-speaking markets, French-speaking countries seem to prefer dark colors, especially black and navy. In regard to their favorite products, the standard unisex tees and women’s v-neck t-shirts appear to be at the the top of the list.

Below are some recommended price ranges (£ and € prices include VAT) for products sold to French-speaking markets. This list  can be used as an initial guide; once you begin selling you may want to increase or decrease prices based on your campaign's performance. You can also check current exchange rates to make sure the selling price is optimal.

  • Standard Unisex/Ladies Tees & V-neck Tees  £14-£19 / €17-€24 / $18-$27
  • Standard Unisex Tees (S - 5XL) £15-19 / €18-25 / $19-$22
  • Long Sleeve Tee  £17-£22 / €21-€28 / $22-$29
  • Tank Tops  £14-£18 / €17-€23 / $18-$26
  • Premium Unisex Tees  £15-£19 / €17-€25 / $19-$26
  • Sweatshirts £24-£27 / €29-€34 / $30-$35
  • Hoodies £25-£28 / €30-€37 / $31-$38
  • Zoodies £26-£30 / €32-€39 / $33-$40
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Welcome to the UK!

The United Kingdom has consistently been one of Teespring EU’s top selling markets.

The UK is comprised of:

  • England
  • Wales
  • Scotland
  • Northern Ireland

 

The UK has a population of over 64 million people. England, Wales and Scotland collectively make up “Great Britain”. The most important sectors of the UK’s economy have been human health and social work activities, wholesales and retail trade, transport, accommodation and food services and industry.

British-English Tips

If you are trying to adapt a campaign for UK markets, make sure the colloquial words are correct. For example, Americans for example say “mom” while English people say “mum”, Americans say “vacation” and English people say “holiday”. People will relate most strongly to designs that are in their “language.”

You can get more information on different English dialects from websites like the English Club. When researching new niches in the UK market keep in mind people living in Wales, Scotland, Northern Ireland and England all speak English but they’ve got very distinct cultures, traditions, and terminologies!

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Three UK Niches to Explore

1. POPULAR “PET” THEMES

Britain has a reputation for being a nation of dog lovers. The BBC recently produced a report on Great Britain’s most popular dog breeds; they’ve even created a map which lists the most popular breeds based on location. So what are the most popular dog breeds in the UK you could focus on in your campaigns?

  • Labrador
  • Jack Russell Terrier
  • Staffordshire Bull Terrier
  • Border Collie
  • Cocker Spaniel
  • English Springer Spaniel
  • German Shepherd
  • Yorkshire Terrier
  • Shih Tzu
  • Cavalier King Charles

Let’s not forget our feline friends as well! You can find various lists about the top breeds in the UK based on pedigree, microchip registration, etc. Currently about 92% of all pedigree cats in the UK are categorised as part of the popular British Shorthair breed.

2. REGIONAL PRIDE THEMES

All of the countries within Great Britain have counties. In England specifically there are 3 types of counties: Administrative Counties, Ceremonial Counties, and Historic Counties. If you’re interested in using regional pride themes for UK markets start with historic counties.

Be sure to do research on the popularity of the different types of counties before deciding on your target audience; for example in England some people have a strong affinity with their historic county (especially the “shire” counties). There was a time when Oxfordshire for example was shortened to Oxon; however people still identify with the Oxfordshire name. Even people who live on the border of counties are very clear on which county they are “from”.

To learn about British counties, have a look here: http://county-wise.org.uk/counties/county-confusion/

3. SPORT THEMES

The UK is famous around the world for many of its outstanding sports teams. Some of the nation’s most popular sports include:

  • Football (Soccer for our American friends)
  • Cricket
  • Rugby
  • Badminton
  • Tennis
  • Swimming
  • Rowing
  • Ice Hockey
  • Netball

If you’re looking into popular sports niches why not try combining them with a regional pride niche using Audience Intersect to find your perfect target audience?

Common UK jobs to narrow down your audience

Careers have always been a popular niche for European markets. Try narrowing down your target niche by using specific job titles like Veterinary Technician, Mechanical Engineer, etc.

Remember when it comes to ad targeting to research “interests” related to each job like organizations/clubs (i.e. International Public Relations Association if you’re targeting PR people), Facebook groups, magazines/publications, etc.

Hint: you can also research these job themed designs in other countries; if you find a design that is successful in the UK, try it out in German or French-speaking markets next!

  • Healthcare
    • Physician
    • Nurse
    • Doctor
    • Medical Assistant
    • Pharmacist
  • Veterinary Care
    • Veterinarian
    • Veterinary Technician (Nurse)
  • Sales and Advertising
    • Public Relations Officer
    • Advertising Account Executive
    • Digital Marketer
    • Market Researcher
    • Sales Team
  • Information Technology – as technology advances the demand for IT jobs also increases!
    • Software Engineer
    • Data Communications Analysts
    • Database Administrators
    • App Developers (application)
    • Games Developer
    • Web Designer
    • Technical Author
    • Systems Analyst
    • IT Consultant
  • Managers – managers are a necessary position at most companies; you can investigate different types of management positions to find your new niche!
    • General Managers
    • Financial Managers
    • CEO
    • Staff Manager
    • Risk Manager
  • Administration and Support – both businesses and government departments rely on these staff members
    • Administrative staff
    • Support staff
    • Customer support agent
    • Receptionist
    • Office Manager
    • Admin Assist
    • Executive Assistant/Personal Assistant
    • Office Assistant
  • Engineer – you may find that one type of engineer is more common within specific countries in the UK
    • Aerospace Engineer
    • Chemical Engineer
    • Electrical Engineer
    • Naval Architect
    • Biomedical Engineer
    • Energy Engineer
    • Civil Engineer
    • Mechanical Engineer
  • Teachers – You can test successful “teacher” designs with a more targeted niche by including specific school subjects
    • Science teacher
    • Literature teacher
    • Math teacher
    • High School Teacher/Secondary School
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UK Products and Pricing

Here are the top 10 selling items and colors selectins in the United Kingdom:

  1. Standard Unisex T-shirt - Black
  2. Standard Unisex T-shirt - Navy
  3. Standard Unisex T-shirt - Royal Blue
  4. Hoodies and Sweatshirts - Jet Black
  5. Standard Womens T-shirt - Black
  6. Hoodies and Sweatshirts - Oxford Navy
  7. Standard Unisex T-shirt - Red
  8. Standard Unisex T-shirt - Charcoal
  9. Standard Womens T-shirt - Navy
  10. Hoodies and Sweatshirts - Burgundy

Below are some recommended price ranges (£ and € prices include VAT) for products sold to English-speaking markets in the EU. This list  can be used as an initial guide; once you begin selling you may want to increase or decrease prices based on your campaign's performance. You can also check current exchange rates to make sure the selling price is optimal.

  • Standard Unisex/Ladies Tees & V-neck Tees  £14-£19 / €17-€24 / $18-$27
  • Standard Unisex Tees (S - 5XL) £15-19 / €18-25 / $19-$22
  • Long Sleeve Tee  £17-£22 / €21-€28 / $22-$29
  • Tank Tops  £14-£18 / €17-€23 / $18-$26
  • Premium Unisex Tees  £15-£19 / €17-€25 / $19-$26
  • Sweatshirts £24-£27 / €29-€34 / $30-$35
  • Hoodies £25-£28 / €30-€37 / $31-$38
  • Zoodies £26-£30 / €32-€39 / $33-$40
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Real-world campaigns & case studies!

Gain useful insight from real campaigns; we'll walk you through how we set up the ads, the targeting we used, and what we learned along the way!


French Market: Can translating campaigns increase sales?

German Market: Adapting popular US campaigns for European markets

German Market: Choosing a controversial niche in Europe

When to kill an ad & how to learn from your ad targeting mistakes