Ryohin Keikaku Co., Ltd, also known as Muji is a popular Japanese retail company. Muji is short for Mujirushi Ryohin and the meaning is “no brand with good quality” in Japanese. The company is distinguished by not having a printed label on their products. The philosophy can be found in simple packaging, use of organic colors and functionality of their products. The first slogan of the company was, “Low price for a reason”. It was under the concept of creating what is really needed in the appropriate shape while reducing the cost and waste. To archive their slogan, the company focuses on the choice of materials, efficiency of process and simplicity of packaging.
Muji was established in 1978. It first started as a private brand of the Seiyu discount department store. Later, the company became independent as Ryokuhin Keikaku Co., Ltd and they opened their first store in Tokyo in 1983. Then, they developed over time, expanded their business and in 1991, opened their first store overseas in the UK. In the1990s, Muji was huge in Japan yet since the company scaled up too much by running cafés and campsites, selling house and car, working with credit card company and Internet company, it lowered the fashionable image and brand value. However, it was modified by reducing items and strengthens on apparel. At this point, there are 306 outlets in Japan, 37 in Europe, 22 in Asia beside Japan and one just opened in SOHO, New York in US in 2007.
The company sells a huge variety of household items including stationary, electronics, furniture, and cosmetics. Even food, drinks, clothing and more that Muji products cover up almost every aspects of our daily life. Although the company sells themselves as a brand less brand, they use some successful and established designers. For example, one of the identifiable products of Muji, ‘The Wall Mounted CD Player’ was designed by famous Japanese product designer, Naoto Fukazawa of Plus Minus Zero. Some of the clothing are designed by a fashion designer, Yoji Yamamoto. Also, the well-known Japanese graphic designer, Kenya Hara, is in charge of art direction.
Nowadays, since the company is slightly evolving, their approach is changing. For their logotype, first it was only with Chinese characters but since they started their business abroad, they are now pushing the Logotype says MUJI for unification. For advertisements, clean and fine photography has been used for these couple years with the message that is Muji’s products are very simple though very sophisticated.
The atmosphere of the store is very warm and sophisticated as well. In every shop of Muji, we can find similar atmosphere, warm yet settle and stylish. Wood and transparent materials, their theme color dark red and organized layout of the space help to create those atmosphere. Uniforms are not specified, but clerks are usually wearing varied and casual Muji clothing with strapped nameplate hanging from the neck to make it easier for customers to identify them. Customers for sure get inviting but also modern and stylish feelings from the whole store or anything appeals from that company.
Muji for sure succeed in establishing the uniform image what is corporate Identity in a different word. And with the experience they came through, now they are trying to evolve and expand their business with their already established image.
