Fashion language, tricky language — we at Sakoi notice this all the time. Especially when it comes to pronunciation, the world of bags is full of pitfalls. These can trip up not just the tongue but also the reputation of the expert. Mispronunciations don’t just happen with material names like acrylonitrile butadiene styrene, or ABS plastic for short, or with extremely detailed product names like Bogner’s Piz C55 Trolleycase SVZ 4w. Even with something as basic as brand names, there are many traps: some even invite amusing misunderstandings. To help you confidently rave about your favorite bag, we’ve compiled the most important and common pronunciation pitfalls.
Brand names with challenging pronunciations
Picard pronunciation
Let’s start with a comparatively moderate challenge from the traditional German label Picard, which has a rather French-sounding name. Genuine Star Trek fans and admirers of Captain Jean-Luc Picard set the example. The emphasis is on the second syllable, and the “d” is silent. So let’s trust their expertise and go with the melodious [pi’kɐ̯].
Vaude pronunciation
Picard is in good company with Vaude — this label is also often mispronounced, sometimes starting with a soft “v” sound or in a vaguely English-sounding way. But it’s actually quite simple: the brand name comes from the initials of the founder Albrecht von Dewitz’s surname. So pronounce it like “v. D.”: [fa͜u’de:].
Coccinelle pronunciation
Special caution is needed with Italian manufacturers. The name Coccinelle, for example, is basically a string of pitfalls: it’s pronounced [kɔtʃi’nɛl]: after the “k” and short “o” comes “tchi” as in “cappuccino,” followed by the stressed “nell” — and then it ends! It’s best to avoid adding an “e” sound at the end of the last syllable. That would undo all the verbal gymnastics.
Furla pronunciation
The same goes for the Italian brand Furla, founded by Giovanna Furlanetto. The pronunciation is quite simple if you don’t overthink it. Furla is pronounced exactly as it’s written: [ˈfurla]. Easy!
Yes, there are countless possible mistakes, and the list could go on forever. With these tips, you’re well prepared for your next conversation about your favorite brand and, of course, your favorite bag!
