Founded in 1980, Muji is as a private brand under Japanese supermarket known as The Seiyu. Back then, foreign luxury brands were gaining popularity due to Japan's growing economy.

On the other hand, there was also a huge market for affordable and low-quality products in Japan. Ironically, Muji was born seeing the gap for no-frills affordable and quality products in the market. Muji started with 9 household goods and 31 food items. As of today, Muji is well-know as a home and lifestyle brand which offers over 7,000 goods ranging from fashion to furniture. As of 2018, Muji has over 900 stores worldwide.

Story of Muji brand

The full name of Muji is Mujirushi Ryohin 無印良品, which means 'no brand quality goods'. Muji's philosophy for 'no brand quality goods' can be seen in the brand's simplicity as well as the functionality of their items. Instead of being on trend, Muji focuses on a minimalistic product design which will stand the test of time.

Asako Shimazaki, President of Muji USA. Image source: Fast Company

From storage boxes to knitted socks that don't slip off people's feet, Asako Shimazaki, President of Muji USA, said they want to fix problems that will arise daily. Every Muji products are designed to deliver one function they were made for. Henceforth the idea, 'Muji is enough'.

Muji wants to give its customers a rational satisfaction. Instead of "this is what I want", "this will do" should be in their mind believing that Muji's products will fit their needs.

Kenya Hara, Muji's art director. Image source: Yatzer

One of Muji's most interesting ideology is 'emptiness'. Kenya Hara, Muji's art director, said that traditional Japanese design focuses on simplicity. Such ideology allows people to use Japanese products; however they want to. For example, some of Muji's products can be combined or applied to suit the person's lifestyle.

Three principles of Muji that drive it's success

So, what are the core principles of Muji which help them deliver it's 'no brand quality goods'? They are selection of materials, streamlining of processes and simplicity in packaging.

Selection of materials

Material selection is Muji's most important criteria as it affects quality. Muji is also known to buy in discarded industrial materials due to their appearance in bulk at a low price. The company also choose natural materials which align to their next principle, streamlining of processes.

Streamlining of processes

Muji tries to do what is enough when it comes to processes in manufacturing. Using natural materials, the company don't have to worry about dyeing or painting. By streamlining its processes, Muji can reduce wastage and cost during their manufacturing.

Simplicity in packaging

When it comes to Muji's packaging, there is nothing flashy. Muji packs their items in simple and plain packaging or containers. Through simplifying packaging, Muji helps to save unnecessary resources.

What is Muji's business strategy?

While IKEA and Uniqlo are Muji's closest competitors, the 'no brand' Japanese company has carved a niche positioning for itself. Muji's products are easily recognisable and appeal to many because of its aesthetic design.

No fuss at all

Muji's products fit into many homes around the world. Even though the products are built for a specific purpose, Muji's products are easy to figure out. No fussy control buttons, plug and it works.

Strong Japanese brand

Muji is a well-know international household brand. The company don't limit itself to Japanese styles, but it remains strong as a Japanese brand. As most Japanese brands are often associated with the term 'quality', this gives Muji an edge against its competitors.

Affordable pricing and sustainability

Muji is a Japanese brand that believes so strongly in its philosophy and brand values. The dedication in manufacturing 'no brand quality goods' can be seen in their core principles. When it comes to the selection of materials, Muji focuses on quality. Use what is necessary can be seen in Muji's processes. Finally, the packaging is kept simple. With the three mentioned core principles, Muji can keep its product pricing affordable and environmentally friendly.

Muji's most powerful marketing strategy

The 'no brand' brand don't have huge advertising budgets. Word of mouth is what Muji relies on to spread brand awareness. The company put its resources in ensuring they deliver an excellent in-store experience for their customers.

Instead of running massive campaigns, Muji prefers to reach people through in-store events and talks. In return, this will keep their marketing costs low and product pricing low. Occasionally, Muji will make advertisements to reflect the brand. One such example is Muji's 2003 campaign to showcase Muji's idea of 'Emptiness'.

Today, Muji has evolved from a famous lifestyle household brand to serving food in Asia and hotels dressed with Muji's furniture and products. For a brand with 'no brand', Muji did a pretty impressive job.

The article was written by Soon Koon.

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