Glossary entry (derived from question below)
French term or phrase:
jouer la saisonnalité
English translation:
make the most of the seasonal period/opportunity
French term
jouer la saisonnalité
"Il faut bien jouer la saisonnalité et montée en gamme à partir de juin".
I understand what it means but I can't find any decent way of writing it in English. "Playing with seasonality" sounds awful.
TIA everyone.
Sep 4, 2011 17:34: Lara Barnett Created KOG entry
Non-PRO (1): cc in nyc
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Proposed translations
United Kingdom
www.lingocraft.co.uk
Native in: English (Variants: Irish, Singaporean, UK, South African, British, Scottish) 
Works in: French to English, Italian to English, Romanian to English, and 2 more.
make the most of the seasonal period/opportunity
To make something appear as good as possible; to exploit something; to get as much out of something as is possible.
"Mary knows how to make the most of her talents. They designed the advertisements to make the most of the product's features."
http://idioms.thefreedictionary.com/make the most of
France
30 years in IT, Engineering degree.
Native in: English (Variants: UK, US, British) 
Works in: French to English, English
make the best of seasonality
Native in: English , French
Works in: English to French, French to English, German to French, and 4 more.
cash in on the "seasonal" effect
| agree |
philgoddard
: I like this, though I wonder whether "cash in" could have negative connotations.
8 hrs
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take advantage/capitalise on
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United States
Laudable Lady Linguist
Native in: English
Works in: Spanish to English, French to English, English to Spanish, and 3 more.
take advantage of what the season has to offer
France
Traductions soignées et fiables
Native in: English (Variant: British)
Works in: French to English
Adopt a seasonal strategy
As other answerers seem to agree, it looks like the phrase is being used in the context of ensuring that the right products are available for purchase in stores during the right season. In this case, it would seem to me that 'jouer' is being used in the sense of "adopter une stratégie dans une perspective donnée; parier sur" (Petit Larousse 2009). Since "saisonnalité" is the "caractère saisonnier de qqch" (Ibid), you need to give the English reader some indication of what the "qqch" is in each case. Here it is the commercial strategy.
Discussion