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|German to English translations [PRO]|
Marketing - Marketing / Market Research
|German term or phrase: Tschibo-Niveau|
|From a market research interview about product design:|
Wenn ich an xxx denke, denke ich immer an sehr hochwertige Produkte. Wenn ich das dann aber sehe, dann ist das xxx Design doch eher im mittleren oder unteren Bereich angesiedelt, dann finde ich das nicht so gut. Das darf nicht Tschibo-Niveau haben. Da muss man ein bisschen besser sortieren ....
I know exactly what is meant but who can help me find a snappy cultural equivalent? Thanks for your help.
|English translation:It should be smart and upmarket and not just something for the bargain hunter|
I rather object to Tschibo being portrayed here as bargain-basement, crappy, low quality etc. They offer mass-produced bargain products, but the shops are certainly nothing like Aldi. The products are attractively arranged and there's always something new and unusual.
Apart from that you can often sit down and have a cup of coffee and a snack. How come Starbucks is any better?
I think the point that the writer is trying to make is that XXX must be a cut above the rest, i.e. very upmarket. I don't think that this is meant to be denigrating about Tschibo. It simply means that Tschibo is selling to a mass public.
Some British stores do occur to me, but I would rather not mention any names and I don't think there's an exact equivalent. But I'm sure you can come up with one yourself. You only have to walk down the high-street.
I wouldn't mention any names myself.
Selected response from:
Local time: 15:34
|Thanks everyone. I think Anne has the best solution here.|
4 KudoZ points were awarded for this answer
11 mins confidence: 25 mins confidence: peer agreement (net): +3