Its global expansion journey started in the late 1980s when Muji participated in an exhibition of Japanese products in London. Best Partnership: Deliver the abundance inherent in good products by respecting associates and building relationships of trust with business partners.Positive Spiral: Work toward global growth and development by operating a fair and transparent MUJI business.Quest Value: Identify and deliver MUJI value and appeal from the perspective of the people who use our products.From its refillable pens, notebooks, bottles to soap dispensers, Muji is indeed making a loud statement in today’s world of consumerism.Īccording to its official website, Muji’s corporate philosophy consists of 3 pillars: Therefore, the brand is also distinguished by its emphasis on recycling and its avoidance of waste in production and packaging. While other shops only sold straight spaghetti and threw away the U-shaped ends, Muji decided to package the U-shaped ends and sell them. While other shops only offered intact, perfect slices of dried shiitake mushrooms and threw the remainder ends away, Muji decided to package the ends and sell them. Wrapped in clear cellophane, with labels of plain brown paper and red writing, the original range focused on ways to save the customer money. The Muji product range was designed to offer cheap and good quality products and were marketed using the slogan “Lower-priced for a reason”. Launched in 1980 with only 9 household and 31 food products, Muji started as a product brand within supermarket chain The Seiyu in Japan. Muji is also known to be the precedent of the current “Marie Kondo” trend of decluttering and keeping organized. Everything about the brand, from its minimalistic logo, packaging and store design, embodies “Less is More”. The brand turns the focus towards the product and does away with any unnecessary decoration or ornamentation. A retail company originating from Japan which sells a wide variety of household consumer items, furniture, clothing and food products, Muji is most well-known for its philosophy of functional, quality design with a Japanese minimalistic aesthetic, offered at a reasonable price.
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In a marketplace full of brands screaming for attention from consumers through both online and offline advertisements, Muji (full name: Mujirushi Ryohin) can be translated to “no brand quality goods”. The company’s persistent non-branding effectively became its unique identity. In 2001, when car companies were rushing to produce the fanciest cars and marketing them as the coolest cars, Muji partnered with Nissan to launch the 2001 Muji Car 1000 – essentially a Nissan K11 March with no branding, no paintjob, in the absolute basic specifications available. Its philosophy of simplicity and universality has indeed seen the company through its entire 40-year history. While it was popular at the time to buy a brand-name product regardless of its practicality, Muji had foreseen that a growing segment of the population placed a premium on functionality, affordability and quality over marketing hype, inflated price tags, and status symbols. Muji’s generic, brand-less and anonymous products were a statement against the excessive labeling and high price tags accompanying luxury goods. Japanese consumers were willing to pay high prices for branded products, and their love of brands sparked the emergence of a mass-luxury market where owning expensive, exclusive products seemed essential rather than aspirational. When the company launched in 1980, Japan was very brand conscious. Today, it is almost impossible to identify a category leader that does not also embody a certain personality in the marketplace. In addition to that, a strong brand management practice needs to be in place. To succeed in the marketplace today, it is not only mandatory for companies to offer high quality products. Since the 1950s when brands were born in the age of modern marketing, companies have tried to differentiate themselves from their competitors through branding and identity creation. Muji is obsessed with minimalism, reflected in all its brand elements which embody “‘Less is More”. The brand’s relentless focus is on the product and does away with any unnecessary decoration or ornamentation. Muji is most well-known for its philosophy of functional, quality design with a Japanese minimalistic aesthetic, offered at a reasonable price. Founded in 1980, Muji is a global Japanese retail company selling a wide variety of household consumer items, furniture, clothing, and food products. In today’s marketplace full of brands screaming for attention, Muji represents the antithesis of consumerism.
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