Muji brand | brandchannel.com

Muji - commonly unique

Muji
commonly unique
by Robin D. Rusch
April 30, 2001 issue

Mujirushi Ryohin is the Brand X of Japan. Translated Mujirushi Ryohin means “no label, quality goods,” and this pretty much sums up the brand’s approach. What you see is what you get. There is no effort to flaunt, flog or flirt. You won’t see a flashing neon sign with prices slashed. Nor will you find an ultra luxurious, deathly quiet showroom. What you will find is a Zen-like, peaceful environment with pleasingly functional products wrapped in spare recycled packaging.

Muji started out in 1978, opening its first store in Tokyo in 1983. After successfully branching out in Asia, it spread to Europe by 1991 and has set a goal to have 50 stores open on the continent by 2003. In an attempt to grow with its marketbase, Muji introduced a Blue Muji label for higher quality items in 1992.

Were one to completely live the Muji experience, it would be like living in a line drawing with occasional brushes of charcoal for comfort. There are no designer tags inside or out of a Muji product. The mission of the brand is to supply quality products at affordable prices. Occasionally the tagline “Simple. Functional. Affordable.” will appear to remind the consumer of the benefits of the product.

The insistence of “no brand” is of course ridiculous since the Muji brand is all over its product from the simple packaging to the basic organic colors, to the functionality of the product. And since nothing comes without a label these days, not having one is an effective way to distinguish a product in a crowded landscape of labels.

Muji’s approach to establishing a brand identity is as no-frills as the rest of the brand strategy. Products are reasonably priced without compromise to their quality. Since there are no whistles and bells to hide the product, there is a high demand to meet expectations with the product itself.

How does Muji live up to its strict regiment of brand values? From inside to out:

The manufacturing process is also streamlined for efficiency to eliminate waste and reduce costs.

Packaging is minimal and natural; packing literature is informational only.

Materials are chosen for their natural fibers and quality; food is healthy; clothes come in organic colors and are comfortable and unadorned; appliances are simple and functional.

Products that do not sell out one season are recycled or resold “as is” the following season. To destroy skips of stock would go against the Muji philosophy of reduce and eliminate waste.

Even the advertising keeps to the point with simply put straplines such as “Salmon–all parts eatable” and “Muji Shirt Shop–We have your size!” Although the puzzling intent of some advertising – “sheep and people” and “kitchen pitchin” – makes one wonder if elaboration is such a bad thing after all.

Robin D. Rusch lives and works in New York City.

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