Ohh I understand you now.
Because they are not TEXT, but they IMAGE. So you have to translate them manually with Adobe Photoshop.
Our VM Template comes with PSD files of those TEXT-IMAGES. All you have to do is, open those PSD files with any version of Adobe Photoshop, translate the text and save them as PNG with the same filename (you will need to overwrite the existing PNG file though).
For example, the "Quick look" text has this path in our DEMO:
www.flexiblewebdesign.com/virtuemart-2-template-puremart/templates/beez_20/html/com_virtuemart/assets/images/Flexible/quicklook.png
and the PSD has this path:
www.flexiblewebdesign.com/virtuemart-2-template-puremart/templates/beez_20/html/com_virtuemart/assets/images/Flexible/quicklook.psd
You see? they are located in the same folder, with the same file name. One of them is PNG and other is PSD. It is valid for all other TEXT-IMAGE icons.
While Translating the text. MAKE SURE YOU DON'T TOUCH THE IMAGE WITH AND HEIGHT. JUST TRANSLATE THE TEXT. IF THE TRANSLATION IS LONGER, THEN REDUCE THE TEXT SIZE. DON'T ENLARGE THE WIDTH OR HEIGHT OF THE IMAGE ITSELF. Otherwise, you will face some layout issues.
Cheers