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| brandless products |
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| the japanese chain muji with its “brandless products“ has become a brand in itself. 1980 wasn’t an easy year. not for the world in general and not for japan either. shaken by the previous oil crisis, inflated prices and bad economic figures, all trade concepts came up against limiting factors. times like these force the economy to get rid of all burdens, to reconsider old concepts and risk new ones. in the case of muji, this drab moment for economy turned out to be a lucky chance. |
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with brandless products and convenience goods offering good quality at reasonable prices, the department store chain muji quickly established itself in japanese society, largely due to its simple yet revolutionary principle: products are manufactured in appropriate quantities to guarantee competitive prices. pretty much unchanged and without many expenditures, the products are delivered to the muji shops and consequently also to the customer. instead of eye-catching logos or brand emblems the products are characterised by their simple design. the complete company name “muji ryohin“ says it all: it’s japanese for “good, brandless products”.
a principle that doesn’t only fall on fertile grounds in japan. another success factor is the company’s versatility: at muji’s you can find anything ranging from shiitake mushrooms to small notepads. since 1981, one year after its founding, the company has also been offering clothing. they were also able to make a name for themselves in this line of business by offering successful products such as simple cashmere sweaters at about 30 percent less than other department stores. muji’s success is largely due to the basic idea of the company founders that is also followed in the textile branch: muji is famous for its economic handling of resources. natural materials and timeless design only seem to be logical consequences. if you are saving on the dying and finishing of your goods, you can offer cheaper products – and, like in the case of muji, at the same time also meet the spirit of the time.
today, the muji product range – depending on the distribution country – includes about 9.000 items. in europe, where muji has been actively present with shops in great britain and paris since 1991, you can choose from about 4.000 products – ranging from boxes and stationery to household goods, home accessories, clothing, small pieces of furniture and bicycles. the pure and minimalist products are even highly praised by well-known designers such as jasper morrison – and that’s a big deal considering that back then muji had still been working with a nameless designer collective. encouraged by the public interest and huge media response, the japanese company has also started to hire renowned designers for their products. for them, muji constitutes a special challenge because the cult brand isn’t just satisfied with supposed cult products. after all, they also have to be economic, functional and suitable for mass production and they have to make do without a logo. |
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| martina müllner |
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