Muji started with 40 products during the 1980s, their products range from stationery, and clothing for men and women, to designing design kenya hara pdf items and major kitchen appliances and has even included an automobile. By the end of the 2000s, Muji sells more than 7,000 products. It is positioned as a “reasonably priced” brand, keeping the retail prices of products “lower than usual” by the materials it selects, streamlining its manufacturing processes, and minimising packaging.
Muji will open its first hotel in 2019 as part of the Marronnier Gate Ginza complex. Lower priced for a reason. Products were wrapped in clear cellophane, plain brown paper labels and red writing. In 1983, the first directly operated Mujirushi Ryōhin store opened. In 1985, Mujirushi Ryōhin 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 Mujirushi Ryōhin products and operations, including planning, development, production, distribution and sale.
From 2001 onwards, it was listed on the first section. The brand name “Muji” appears to have been used since around 1999. 5 stores in Manhattan, one in northern New Jersey, one in Boston, and 6 stores in California. 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 aesthetic reasons, and because it provides an alternative to traditional branded products.
Muji has released a T-shirt with a rubber square on the chest for customers to design their own logo or message. Muji is known for its distinctive design, which is extended throughout its more than 7,000 products. Muji products have a limited colour range and are displayed on shelves with minimal packaging, displaying only functional product information and a price tag. Detailed instructions included with the product are usually printed only in Japanese, although multilingual translations are starting to be included with some products. On its corporate website, Ryohin Keikaku Ltd rationalises its principles in terms of producing high quality products at “lower than usual” retail prices, true to the original Muji marketing slogan “lower priced for a reason”.
President of Muji USA, described Muji’s design culture as centred around designing “simple” products that are basic and necessary. In its design, Muji also follows environmental guidelines, seeking to “restrict the use of substances that may have a significant impact on people or the environment” and “reduce waste by standardising modules, facilitating disassembly, and by reducing packaging”. The manufacturing process is determined by the consumer’s use of the product, which is a design priority. Finishes, lines, and forms are minimised for manufacturing ease. Muji products are not attributed to individual designers. While Muji has stated that some of its products have been the works of famous international designers, it does not disclose who they are. There are, however, some designers who made their involvement public.
Muji participates in design collaborations with other companies. Following Muji’s no-brand strategy, the car had no branding logos. As well as its designers, ordinarily Muji keeps its manufacturing sources private. In 2008, Muji and Thonet announced their cooperation to produce two lines of minimalist furniture. The second was steel tubular chairs and desks designed by Konstantin Grčić.
Roland Ohnacker, managing director of Thonet, stated that the aim was “to help 18 to 35 year-olds enter the Thonet brand world”. From Spring 2009, these furniture are available at selected Muji stores. Tanaka articulated the Muji vision and appearance, and he provided ideas and prototypes that visualized the design strategy. I found that the company was at a standstill with the original idea, ‘No design’, which was advocated at its inception. They also had more than 250 outlets and sold more than 5,000 items, including products that deviated from the initial Muji concept or were low cost, but of substandard quality. Beyond that, he is credited with significantly moulding the Muji brand and design identity.