“Lower priced for a reason”
Muji (Ryohin Keikaku Co.,Ltd), also
known as Mujirushi Ryōhin (Mujirushi – “no brand”, Ryōhin – “quality
goods”),
is a retail company, which sells Stationery, Kitchen appliances, Health and
Beauty products, Storage containers, House Keeping items, Travel goods,
Electronics, Bedding, Home living, Furniture, Men’s, Women’s and Kids Fashion,
as well as Innerwear and Accessories.
Muji began as a product brand of the supermarket chain The Seiyu, Ltd. in
December 1980. It offered 40 items, 9 of which were household articles and
other 31 were food products. The Mujirushi Ryōhin product range was developed to offer cheap good quality products
and was marketed using the slogan “Lower priced for a reason”. Products were
wrapped in clear cellophane, plain brown paper labels and red writing.
Mujirushi Ryōhin's drive to cut retail prices for consumers saw the company
cutting waste by for example selling U-shaped spaghetti, the
left-over part that is cut off to sell straight spaghetti.
In 1983 Muji opened the first directly managed store, “MUJI
Aoyama”, in Japan.
8 years later, in 1991, the first international store was opened in London. Now
it operates in 24 countries in Europe, Asia and North America.
The idea that lies behind Muji, which is originally “no brand”, is the
idea of completely eliminating wastefulness and providing quality products for
everyday life. The assortment of product that makes up a Muji store are brought
together through a careful selection of materials, streamlined processes and
simplified packaging which provides the consumer with good quality products at
reasonable prices. Muji is known for its distinctive design, which is based on
the Japanese concept of 'Kanketsu', the concept of simplicity. The aim of such
concept is to bring a quiet sense of calm into strenuous everyday lives.
Muji's no-brand strategy means
that little money is spent on advertisement or classical marketing, and Muji's
success is attributed to word of mouth, a simple shopping experience and the
anti-brand movement. Muji's no-brand strategy also means its products are
attractive to customers who prefer unbranded products for purely aesthetic
reasons. Once, it released T-shirt with a rubber square on the chest for
customers to design their own logo or message.
In its design, Muji also follows environmental guidelines, using materials that
would not impact significantly people’s health or environment and trying to
reduce waste. The company’s products are not attributed to individual
designers, however Muji has stated that some of them made by famous designers,
but has not disclosure their names. Muji participates in design collaborations
with other companies. In 2001 it created a car by collaboration with Nissan
Motors – Muji Car 1000. As well as its designers, ordinarily Muji keeps its
manufacturers private.
Muji business includes the following divisions:
Muji Café & Meal – deli, that offers wide selection of healthy and
tasty dishes.
Muji Campsite – 3 campsites in Japan, offering hands-on workshops,
regional crafts and farming activities.
comKIOSK – small shops located in stations, which offer snacks,
stationery, undergarments and socks – all that people need on the go.
Family Mart – convenience store, which provide great selection of Muji
products.
Muji House – two open-plan homes sold in association with builders
around the country. The project proposes ideas for living in the spacious and
airy House of Wood and House of Windows.
Hana Ryohin – flower department.
Muji to Go – airoport and large Muji stores shop, which offers bags and
storage containers, travel and on-the-move items.
Most of the Muji projects operate in Japan, while there are small and
big retail stores in international locations.
"Advertising copy for canned salmon flakes that utilize parts of the salmon that are usually discarded – a metaphor for MUJI’s commitment to efficiency and disdain of waste".
“ENJOY EVERY EDIBLE PART OF THE SALMON - FROM HEAD TO TAIL!”
No comments:
Post a Comment