COMPANY BACKGROUNDER Established in 1980 in Japan, MUJI is a leader in developing and supplying consumer driven daily necessities including food, household goods and clothing. Founded by Masao Kiuchi, MUJI started as a private brand of the retail conglomerate The Seiyu Ltd. With nearly 5,000 employees, there are over 300 MUJI stores worldwide, currently with four in America. MUJI offers not only quality goods at reasonable price but also a “way of life. Through their commitment to combining simplicity, sophistication and modernity, MUJI redefines luxury towards a no frills lifestyle of practicality and functionality.
MUJI’s 40 products have grown to the present day into carrying over 7,000 products sold all over the world. With an exceptionally wide product mix, MUJI products range from baby clothes to beauty products to kitchenware. With over 5,000 items, MUJI especially excels in the department of furniture, interior textiles and other household goods that account for almost 55% of its total sales.
Making a global impact through simplistic yet distinct designs, MUJI has been awarded five gold product design award by the International Forum Design in Germany.
Further MUJI has had collaborative projects with notable international designers such as Konstantin Grcic, Jasper Morrison, James Irvine and Naoto Fukasawa. A selection of MUJI products are also featured and sold at the MoMA store, some listed as best sellers. The 4,350 square foot physical MUJI store in the New York Times Building on 40th and 8th Avenue is a spacious and prominent establishment in the heart of New York City.
With clean open spaces, natural wood displays, large glass windows, walls, and shelving’s, the overall transparent and sleek appearance has a good presence from the sidewalk. MUJI stores are currently available in over 15 countries around the world including Indonesia, Ireland, Italy, Germany, Taiwan, Thailand, and Hong Kong. There are 200 operating MUJI stores in Japan and over 100 overseas. There is a total of four retail stores in the United States, all located in New York- Times Square, SoHo, Chelsea, and a to-go store at the JFK Airport. MUJI also operates a global online store: www.
MujiOnline. com MPR ROAD MAP SITUATION ANALYSIS CONSUMER • MUJI has not made a dominant presence yet; some are aware of it but most are not. • However with those that are, there seems to be a “cult-like” following o Such customers are changing the landscape of modern design • ‘Back to basics’ philosophy seems to appeal to the younger market • MUJI products hit the jackpot for a “growing niche of design sophisticates” • Design trends if increasingly becoming a dominant factor in the mind of consumers o Design trends that customers look for are evolving in favor of MUJI.
Ex: color palettes back to nature – beige, neutrals, etc. • One study/research done in China (where MUJI states they have had the greatest success in) about MUJI enthusiasts/loyal customers and what are the most important factors of MUJI’s appeal: o MUJI’s comfortable shopping environment o Simplicity design of products o Receive social identity through MUJI products o Stimulates thinking about every-day life PRODUCT • Have many retail stores around the world: 350 in Japan plus 100 overseas. The bigger the better in terms of selling the in store MUJI experience (stores that are 3,0004,000 square feet and bigger have been most successful; some have closed down because lack of store space fail to communicate MUJI experience • MUJI has a global online store as well • Pricing ranges due to their large array of products- anything from a pen under a dollar and over couple hundred dollars for furniture goods. •
Favorites and best selling items are: furniture, interior textile, other household goods BUSINESS ENVIRONMENT • Major competitor: o UNIQLO (apparel): Japanese brand with similar design concepts o Use more wide spread advertising/promotion; international campaigns, celebrity en dorsements, o Over 130 stores outside Japan, 3 in the US • MUJI imports and buys merchandise and materials from 21 different countries around the world o Folding beds/steel chairs from Italy, espresso coffeemakers from Portugal, glassware from France, pine wood furniture from Denmark, laundry hangers from Sweden, textiles/apparel from Indonesia, Vietnam, etc. Highest sales months: December ~ February (2010) MARKETING COMMUNICATION • Known to be publicity shy; not a lot of marketing and physical advertising at all o Social media web site updates are sparse; YouTube hits of commercials, etc. are few. MPR ROAD MAP SWOT ANALYSIS STRENGTHS Reasonable price points Wide product mix High quality goods Cutting edge minimalist design Uniqueness as international brand Making efforts to be sustainable WEAKNESSES International/foreign philosophy may not translate well No visible brand (“No brand” philosophy) Not well established in U.
S Physical stores only in NYC Don’t use a lot of advertising and physical promotional tools OPPORTUNITIES THREATS Trend of minimalist, back to basics Economic downturn doesn’t repel design emerging (consumer minimalism) customers from trying new brands No American brand parallels what MUJI Other Japanese brands that have or offers may have plans to open (UNIQLO, Globalization; trend that favors FrancFranc) international, foreign imported goods Already existing American brands with (new market) similar price points and product mix NYC is the heard of fashion, style, latest (Walmart, IKEA) trends > quickly catch onto new trend of international, refined luxury AUDIENCE Primary target audience: • Lives in the heart of NYC • Middle-upper class • 28-35 • “In the know” o Care about style and looks o Have an appreciation for aesthetics and good design o Aware of trends MPR ROAD MAP
OBJECTIVES • To spark curiosity in consumer about brand and encourage trial of product • To expand MUJI brand awareness within NYC STRATEGY • Re inform and educate consumers of MUJI • Sell the MUJI experience and communicate brand value and philosophy • Create opportunities to be more interactive with local potential customers • Build credibility among target audience in new market environment (NYC) MESSAGES • Cutting edge design and aesthetically pleasing • High quality product at reasonable price • Extreme wide product mix • MUJI philosophy: “no brand” o Practical and functional o A “way of life”- stimulate thinking about everyday living/products o Redefines luxury, living without certain luxuries o Simple, elegant, modern o “Back to our origins, into the future” MPR ROAD MAP TACTICS More grassroots tactics: reach customers directly and hopefully along the way pick up some media coverage through unique marketing and promotion tactics. Social media: Facebook, Twitter, You Tube Create hype with more frequent updates and promote upcoming events, “did-you-knows,” designer profiles/info, interesting trends, etc. SEPTEMBER Pop up store #1: Stationary goods around various college campuses: back to school supplies Byline article by Alice Twemlow: design critic, writer, and curator in NYC, School of Visual Arts Cont. social media OCTOBER Pop up store #2: food products 0/20: feature story/ pitch letter Pop up store #3: interior decor products NOVEMBER 11/25: PRESS RELEASE announcement for “MUJI x Stella McCartney” collaboration project Pop up store #4: health and beauty products Start distribution of “MUJI x Stella McCartney” products DECEMBER Pop up ‘store’ #5: walk-in display/ mini model house or mock up (of a JANUARY kitchen, living room, study room, etc. ) with everything MUJI- showcasing the furniture line Pop up stores #2-#4 are all in preparation for and leading up to the Christmas season (join the Christmas bazaar at Union Square) Pop up store #6: florist and baking goods/kitchenware (Preparation for Valentine’s Day in February) Sampling/give-away: MPR ROAD MAP
TACTICS CONTINUED In all the pop up stores (starting December), sustainable water bottles and canvas bags will be given out, in line with MUJI’s philosophy of sustainability in exchange to customers providing us with contact information/joining our mailing list. (when brought back in the future for usage at the cafe or as a shopping bag, discounts will be given) JANUARY (cont. ) 1/17: Press release for promotional party 1/24 MEDIA ALERT – exclusive party for media (Design media) 1/25: Exclusive design media party PROMOTIONAL PARTY for “MUJI x Stella McCartney” Junkets Release video news release from the party on digital media- for social media and other digital publications (coolhunting. com, thecoolhunter. FEBRUARY com, yankodesign. com, designmilk. com, etc. ) (cont.
Valentines Day #5 pop up store) Pop up ‘store’ #6: MUJI cafe (SOHO) Press release for design competition + Announcement on social media channels- Twitter, FB MUJI presents 2011 Design Competition for MUJI NYC (winner’s product will be featured as a limited edition product only available in NYC stores) Start accepting entries- until end of the month Create reason for urgency to go to store, Involve local designers and hopefully catch the radar of media, sustained continued hype from party Winner of competition announced (press release + social media) – start selling product. Junkets- ensure media coverage for follow up after all major events Updates on social media websites- re-introduce and focused promotion MARCH APRIL MAY JUNE JULY on the global online store
Catalogs and brochures- email to customers for follow up AUGUST Start “Back to School” promotion (discounts for stationary products) MPR ROAD MAP EVALUATION • How many people brought back the water bottles and bags for usage at store? • Track facebook and twitter likes/followers o Social media responses about the competition, the promotional party, etc. o Track individual/design blogs- who/how many people are talking about us? • Track sales during the time of limited edition good from design competition on sale in stores. • Store traffic during the pop up store time- the sales of each product line at the time of when those pop up stores go up. • Survey of customer responses to the customer service, in store experience, product lining, price, etc. Were you satisfied with the in-store experience? ) • Monitor positive media coverage (promotional party, competition, etc. ) POSITIONING STATEMENT To the stylish elites of New York, MUJI is an international retail company that delivers a new age aesthetic and quality to your everyday products and lifestyle because of their commitment to redefining luxury through combining simplicity, modernity, and sophistication. PRESS RELEASE: Contacts: Fumi Kamigama FK Communication Consultant 617-513-9283 [email protected] org Kenya Hara MUJI Art Director 212-118-6073 [email protected] net FOR IMMEDIATE RELEASE: MUJI ANNOUNCES “MUJI x STELLA MCCARTNEY” PROJECT
NEW YORK CITY, NEW YORK – (November 25, 2011) – Today, MUJI, a Japan based market leader in developing and supplying household and consumer goods, announced its collaborative project with designer Stella McCartney. Stella McCartney has worked closely with MUJI’s design team to create a limited edition canvas bag and canteen water bottle as well as selected items from the clothing line for MUJI. The featured products will be available only in the Times Square store and the pop up stores beginning next week. The “MUJI x Stella – more – Page 2 of 2 | MUJI Announces “MUJI x Stella McCartney” McCartney” project brings two designers together to celebrate its dedication for sustainability and cutedge design. Stella McCartney’s name alongside our brand in this collaboration will turn the eyes of many while staying true to MUJI’s concept of quality, creative design and efforts towards environmental consciousness,” states Kenya Hara, Art Director of MUJI. “Her experience and taste from the high-end fashion industry will add an elegant twist and elevate our brand to meet the eyes of New Yorkers. ” Stella McCartney also expressed: “I hope that my touch to the MUJI brand will continue to stimulate thinking about everyday life in the consumers. ” “MUJI x Stella McCartney” products will have a limited stockpile and will be offered exclusively in New York City for a limited time. The canvas bags and canteen water bottles will be sold until February 2012.
Further, they will be distributed for free to customers who buy over $10 at any upcoming pop up stores. The canteen bottles come in three colors: white, silver, and a light pink. The first 100 canvas bags distributed will have Stella McCartney’s signature on it. MUJI, established in 1980 in Japan, is a leader in developing and supplying consumer driven daily necessities including food, household goods and clothing. There are over 300 MUJI stores operating worldwide, currently with four in America. MUJI is committed to delivering fundamental, practical and necessary goods of daily life in the most basic form with minimalist and back to basics aesthetics. www. muji. et Stella McCartney is a London based fashion designer with 600 luxury stores in key cities around the world retailing products that range in ready-to-wear shoes, bags, fragrances, eyewear, accessories and skin care. Stella McCartney herself founded the brand in 2001, and Frederick Lukoff was named CEO in 2008. www. stellamccartney. com ### FEATURE STORY Fumi Kamigama FKCommunications [email protected] org 617-513-9283 Sally Singer T Magazine: The New York Times [email protected] com 212-508-0700 Dear Ms. Singer, We no longer live in a world where bigger, more expensive, or elaborate is better; the world is increasingly becoming dominated by minimalism and simplicity. This includes not only aesthetics and visuals such as minimalist web designs and revamping brand logos (Starbucks, Pepsi), but also our entire lifestyle, referred to as consumer minimalism. Zen Habits” by Leo Baubauta, a blog of lifesimplifying how-to’s, is now one of the most visited Website on the Internet. Consumer minimalism favors a no-frills lifestyle without excess and superfluous features. With minimalism reducing concepts and ideas to its simplest form, brands and markets need to focus on the value of their products and services. Whether it is a desire for fewer additives in food, less product confusion or sustainable consumption, the way consumers judge value in products is changing. With the success of brand like MUJI, there is an increasing trend away from the “monolithic big-box superstore(s)” such as Wal-Mart and Costco.
MUJI is a “no-brand” brand based in Japan specializing in developing and supplying consumer driven daily necessities including food, household goods and clothing. It is distinguished by its minimalist design as well as its emphasis on recycling and avoidance of waste in production and packaging. Based on fundamental values of practicality and functionality, MUJI is described as a “way of life,” stimulating consumers’ thinking about everyday life. MUJI is the epitome of no frills, a “Banana Republic meets IKEA with an added dose of philosophy. ” MUJI is an emerging brand, redefining luxury through combining simplicity, modernity, and elegance and emphasizing the maller pleasures of everyday living. We are entering a new era of simplistic sophistication, an era of living without certain luxuries, with a focus on personal values and the environment. As Munich based industrial designer Konstanin Grcic witnesses, “nowadays, simplicity has become a lot more sophisticated. ” Through the Apple craze to the success of Google’s search page or our reaction against flashing banner ads and intrusive pop ups, designers and developers alike have all agreed that indeed, less is more. If you would like to speak to Fumi Kamigama, PR/Communications Consultant or have any related questions, please contact 617-513-9283 or [email protected] org.
Photographs of the store and latest package designs can be sent upon request. Thank you for your time and consideration. Sincerely, Fumi Kamigama October 20, 2011 MEDIA ALERT FOR IMMEDIATE RELEASE: MUJI HOSTS AN EXCLUSIVE MEDIA PRE-PARTY New York City, NY – (January 24, 2011) — MUJI is inviting you to join us at an exclusive media party before the “MUJI x Stella McCartney” project promotional party tomorrow. It will take place at the SOHO Grand Hotel. Kenya Hara the Art Director will be giving a speech regarding the “MUJI x Stella McCartney” collaboration project. Refreshments will be provided and it will be a time of meet and greet, as well as a debriefing of opportunities and further information of the night.
WHO: Invited media include: W Magazine, V Magazine, The New York Magazine, SOHO Design, T Magazine by the New York Times Speaker: Kenya Hara WHAT: Exclusive media party with refreshments and free gifts Interviews with Kenya Hara can be arranged upon request WHEN: January 25, 2011 / 5:00-6:30 PM WHERE: SOHO Grand Hotel, 310 West Broadway Media Contact: Yuka Sakamoto MUJI PR Consultant 212-500-9466 [email protected] net FACT SHEET MUJI X STELLA MCCARTNEY COLLABORATION PROMOTIONAL PARTY FACT SHEET EVENT MUJI will be hosting a party in promotion of its collaboration project with designer Stella McCartney for its eco-friendly clothing line and promotional items. DETAILS The party will open with the catwalk unveiling the “MUJI x Stella McCartney” clothing line followed by an exclusive interview time with Stella McCartney.
Special guests feature Kate Moss, Alexander Wang, Marc Jacobs, and others DJ of the night: Jonathan Peters Refreshments will be provided by Executive Chef David Chang of Momofuku in association with Cafe MUJI VENUE Saturday, December 8, 2012 at 5:00 – 9:00 PM MUJI STORE, 455 Broadway, New York 10013 RSVP through our website www. muji. net to be on the guest list. The first 20 guests will receive MUJI’s best-seller wall-mounted CD player designed by Naoto Fukasawa. For more information please visit www. muji. net MEDIA CONTACTS: Kenya Hara Art Director 212-118-6073 [email protected] net Yuka Sakamoto PR/Marketing at MUJI USA 212-500-9466 [email protected] net FACT SHEET MUJI FAST FACTS Founded: 1980 by retail conglomerate The Seiyu, Ltd. Founder: Masao Kiuchi, original developer and founder of MUJI, president of Seiyu, Ltd.
Chairman & Representative Director: Tadamitsu Matsui Headquarters: 4-26-3 Higashi-Ikebukuro, Toshima-ku, Tokyo, 170-8424 About: Leader in developing and supplying consumer-driven daily household goods distinguished by its minimalist and practical design, emphasis on recycling and “no-brand” policy Products: – 7,000 + products – 2,000 items in apparel, 5,000+ in household goods, 700 food items Distribution Channels: – 300+ stores in Japan – 115 overseas stores in 17 countries Company Websites: www. muji. net www. MujiOnline. com MEDIA CONTACTS: Hiroyoshi Azami President of MUJI USA 212-140-9931 [email protected] net Yuka Sakamoto PR/Marketing at MUJI USA 212-500-9466 [email protected] net SPEAKER BIOGRAPHY KENYA HARA Kenya Hara has been the art director and enrolled as a board member of MUJI since 2001.
MUJI is a Japanese retail company specializing in developing and supplying consumer driven daily necessities including food, household goods and clothing. Hara works with numerous designers and is the mastermind behind the MUJI brand and products. Not only does he design the latest packaging and products but also guides the organization itself in their design ethic. Understanding MUJI’s nobrand, no-frills philosophy, his ideology of emptiness and simplicity in design has helped create the MUJI brand trademark. Originally a graphic designer, Hara is also a professor at Musashino Art University in Tokyo. Additionally, Hara is the representative of the Nippon Design Center Inc. stablished in 1959 by companies and creators who shared its objectives of enhancing the quality of design in Japan and playing a role in Japan’s industrial development through design. His major projects include the design of the opening and closing programs of the Nagano Winter Olympics in 1998 as well as the promotion for the Aichi EXPO. He has also produced numerous award-winning exhibitions, such as “Re-Design” and designed commercial products for companies such as Ajinomoto General Foods Inc. (AGF) and KENZO. He has received numerous design awards including the Japanese Cultural Design Award. The book he published in 2003, “Design of Design” received the Suntory Arts and Science Award and its new and revised English edition, “DESIGNING DESIGN” has found readers all over the world.
Cite this History Ans Analysis Of Muji Company
History Ans Analysis Of Muji Company. (2016, Sep 30). Retrieved from https://graduateway.com/marketing-muji/