Word: gingham
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Dates: during 2000-2009
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...based in Dodgeville, Wis., chose the firm to create French and Italian versions of its American website last year. Says Sam Taylor, vice president of Lands' End international operations: "There's a feeling we want to come through in the copywriting when it's translated." For a women's gingham-check swimsuit, marketed to French customers, Berlitz modified the catalog copy to read, "L'effet B.B. assure!" (the B.B. look guaranteed!), a reference to Brigitte Bardot, who made gingham fashionable...