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•MUJI is proving a workable design formula for the 1990s and well into the 2000s.
•MUJI started with 40 products and now includes more than 7,000 products.
•MUJI products range from stationery, and clothing for men and women, to food items and
major kitchen appliances.
•Muji is positioned as a "reasonably priced" high quality brand, keeping the retail prices of
products "lower than usual" by the materials it selects, streamlining its manufacturing
processes, and minimizing packaging
WHAT IS MUJI?
•MUJI is not a brand whose value
rests in the frills and “extras” it
adds to its products.
•In 1985 Muji started overseas production and procurement, started to place direct factory
orders in 1986 and in 1987 Muji started to develop material globally.
•In 1989 Ryohin Keikaku Ltd became the manufacturer and retailer for all Muji products and
operations. Including planning, development, production, distribution and sale.
•In 1991 Muji opened its first international store in London, UK.
•In 1995 shares in “Muji Tsunan Campsite” were registered as over-the-counter shares of
Japan Securities Dealers Association.
•1998 Muji listed on the second section of the Tokyo Stock Exchange.
Continue…
THE PRODUCTS
We have in many cases re-defined “user-friendliness.”
Particularly, in order always to offer high-value products that are reasonably priced.
MUJI product developers would survey 1000s of customers to understand what they
needed. And then they would try to meet these needs in the simplest, cheapest ways
possible.
The slogan for “R&D” was to “make what you want, as a customer”.
THE PRODUCTS
STRATEGY ADOPTING
NO-BRAND BRANDING STRATEGY
Muji's "no-brand" strategy means that the little money is spent on
advertisement or classical marketing and Muji's success is attributed to the
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.
Example :
Muji has released a t-shirt with a rubber square on the chest for
customer to design their own logo or message.
Although the company styles itself as a brandless brand, some of its most
popular designs are thought to be by well known and established product
designers.
ECONOMY
MUJI’s Characteristic Trait is economy.
We hold all of these attributes without placing inconsistent emphasis on any of them
SELECTION OF MATERIAL
For MUJI the materials we use to make our products are of the utmost
importance; consequently, considerable attention is given to their selection.
Continue……
FUTURE OF MUJI
Continue……
FUTURE OF MUJI