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Transcript of Muji
What is no brand?
Who are MUJI's customers?
What is MUJI
Mujirushi (no-brand) Ryohin (quality goods) began as a product brand of the supermarket chain The Seiyu, Ltd. in December 1980
In 2013, Muji has
262 stores and supplies 117 outlets in Japan.
205 international retail stores
7 stores in Singapore
selling Kanketsu: the concept of simplicity.
MUJI IS A BUSINESS; A successful business empire in selling a promise of quality goods at a lower price.
Total sample size
Total : 355 surveys
255 surveys at 7 outlets
100 online survey via Survey Monkey
Shopping vs Buying
Needs vs Desire
PSYCHOGRAPHIC of MUJI's customers
Seven Muji Store
25 students x 10 surveys each
178 online survey but could only retrieve 100 result due to the limitation of the free use of Survey Monkey. (spread via social media : facebook)
Survey were done and consolidated over 4 days
Number of surveys done at each outlet
JEM: 51 Bugis: 30
Marina Square: 25 ION: 20
313: 30 Paragon: 48
MUJI develops and supply consumer with daily necessities including food, household goods and clothing.
Important factors of MUJI include :
- comfortable shopping environment
- simplicity design of products
- stimulates thinking about every-day life
- quality life with brand
Therefore, Muji’s ‘Back to basics’ philosophy seems to appeal to the younger market, middle class seeking for quality goods for a quality life.
Muji’s Target - Reference from Mediakit
Who is muji & what is its history?
The ANTI-BRAND:The 80s was a era of brands especially in fashion, but Muji established itself as a quality product merchant selling goods at a lower price point
In 1983, the first directly operated Mujirushi Ryōhin store opened.
In 1989, Ryohin Keikaku Ltd became the manufacturer and retailer for all Mujirushi Ryōhin products and operations
In 1991, Mujirushi Ryōhin opened its first international store in London, UK.
Q:Why do you choose to shop at MUJI?
window shopping, happen to walk pass, following friends...
for unique, design, simple stylish product
Q: If there is a similar product else where will you till buy at MUJI?
common interest in good quality, simple products
Who are MUJI's Customers
Have their own style/attitude/opinion
Knows what they want specifically
Seeks simple and quality product
Straight forward, not fanciful/ dramatic/
Down to earth
A brand upholds a promise of trust and shared values
Brands are actually just consensual communities, think of them like tribes,
driven by a core belief system that attracts others who share those beliefs.
Believers of Brand
Believers of No Brand
Tribes are formed, beliefs are shared; same properties as what defines a brand. So no brand, IS a brand, which is why our group agrees that
MUJI is a no brand brand
Although there is a distinct brandlessness of Muji brand, Muji products are not branded.
No tags, nothing.
Branded stuff to help boost self-confidence.
This act of using/owning branded goods will help these believers of the brand to be seen/heard.
They want to be labeled “cool & trendy”.
On the other hand, people buying no-brand stuff, such as MUJI, are people who know what they want and they do not just ......
In fact, they don’t need attention, that’s why they chose a No Brand shop to buy their products.
Consumers of MUJI are comfortable with their products and
it always fits what they need exactly
“When I need something that does not need to be printed with logo and name”
MUJI consumers share the same values, ideas or interests.
MUJI sees from individual perspective - wanting to express themselves as themselves instead of carrying a brand on them, using a brand to be branded
Maslow’s Hierarchy of Needs theory; lower levels of need:
Without air one can survive only for 3 minutes.
Without water, around 3 days, and
if without food, it should be somewhere
about 3 weeks to 3 months.
Brands are a succinct impress of ideals, values, sensory cues, and experiences.
MUJI is capable of delivering the mentioned to its consumers and
thus as a no brand brand,
MUJI is considered very successful.
Shopping and Buying are two very distinct processes that a consumer goes through and
this is how our group defines shopping vs. buying:
The process by which a person comes to a comfortable buying decision by
weighing alternatives and how those alternatives match to their personal success criteria.
The process by which a person pays money in exchange for certain
goods or services after experiencing the shopping process.
Window Shopping, Happen to pass by and Follow friends
Unique products, Design, Style and Simple
Pursue personal style
Free from social standard
MUJI'S product satisfy basic
psychological and safety needs,
but more importantly, allows them to express themselves freely and not be bounded by social standard and perceptions. Therefore we feel that they fall closer to Self Actualisation.