Group 9
In today’s market, companies such as Apple are striving to make their brand sexy by creating genius products that attract cult-like consumers. If this is the western approach to innovation, how does the Japanese approach it differently? Specifically, how does MUJI make no-brand sexy to consumers?
MUJI is one of strongest retail brands in the world. It is a global retail company from Japan which sells a wide variety of apparel, household and consumer goods. There are over 700 retail outlets opened in the US, UK, France, South Korea, China, and Australia and so on.
As we all know, there are so many brands (e.g. Nike, Apple, Coca Cola etc.) succeeded through building up and conveying strong brand images, and ultimately give the company logo of extremely high value. MUJI, however, does not follow this way. MUJI adopts no logo and “no-brand” concept, which creates an authentic beauty of simplicity. The concept of simplicity, is all about bringing a quiet sense of calm into strenuous everyday lives. This is attained by deemphasising branding, spending much less on advertising and marketing, reducing expenses on production and simplifying packaging. Finished goods are directly delivered from factories to consumers, which ensures high quality and reasonable prices. Hence, at the core of their Corporate Social Responsibility, MUJI sets itself apart from other brands by communicating simplicity and sustainability in living through customer experience.
Segmentation & Targeting
In line with MUJI’s no-brand concept, the company is targeting several types of segments. In demographic segment, potential customers are identified at the age of 25-44. In psychographic segment, MUJI targets potential consumers who are sick of identifiable company logos, or people who are in favour of MUJI’s environmental-friendly stance and keen on natural materials, or people who are after design-less products.
Positioning
MUJI positions itself by simplicity and functionality through its minimalist designs. That is summarised in three words: “Simple, Functional and Affordable”.
Simple – the designs of MUJI product are understated, plain and thus able to blend into the environment;
Functional – MUJI products are versatile, adaptable and useful; and
Affordable – they are of good value. Although MUJI constantly positions itself as a mundane and banal, it is a paradox – it is precisely their symbolic production to be part of ordinary life which makes it unique.
After careful execution of STP and consistent offering of products and services, MUJI truly wins the heart of consumers and builts very strong customer loyalty, and its popularity is attributed to word-of-mouth from brand lovers.
Interestingly, even though MUJI adopts the “no-brand” concept, in turn, it successfully becomes an identifiable brand to consumers.
Marketing Management Blog 