How Muji Fuels Its Explosive Growth Without Ads | Co.Design …
November 5, 2016 - garden totes
With some-more than 700 stores widespread opposite 3 continents, a cult Japanese tradesman Muji has shown no signs of negligence down a fast general expansion. But with a curtsy to a company’s “no label,” no advertisements ethos, Muji is relying heavily on earthy stores—rather than e-commerce or marketing—to assistance widespread a word.
At an eventuality on Thursday hosted during Muji’s New York flagship store as a partial of Fast Company Innovation Festival, Muji U.S.A boss Asako Shimazaki announced that dual new stores—one in Boston and one in Los Angeles—will be combined to a 12-state U.S. register during a spin of a year. Shimazaki pronounced that stores like a flagship on Fifth Avenue have helped fuel this expansion by introducing Muji products and a company’s loyalty to simplicity, affordability, and functionality to a new audience.
“Muji has a ‘less is more’ opinion to advertising,” she said. “We cite a Muji selling knowledge to enhance a patron base. We strech out to business with a strategy—this is a elementary patron policy.”
Muji’s no advertisements routine has been in outcome given a association launched in Japan in 1980, in response to a moneyed era’s over-saturation of advertisements and a use of oppulance products as a standing symbol. Muji was all a showy, ultra-luxe ’80s were not: At a start, a association expelled only 40 products and cherished practicality and affordability over everything. It kept costs low by creation innovative use of unattractive industrial materials and slicing out a fat during a prolongation process.
But distant from only a business model, Muji done a low-cost, no-frills truth into a identity. Muji’s full name—Mujirushi Ryōhin—translates to “no brand, good quality,” and a simple, naked products do not have a Muji label. Even as a minimalist cultured done it a cult code for designers—and even with big-name designers like Naoto Fukasawa operative with a company—Muji has confirmed that a products are not “designed.” “We don’t wish to pattern a products, we only wish to combine on a function,” Shimazaki pronounced in an speak before to a eventuality on Thursday.
Muji has been equally as unchanging in a loyalty to revelation a stories by other means besides ads. Shimazaki put it simply: “We wish to keep a product to a certain price, though if we use announcement we have to boost a price.” Instead, a association tries to strech people by press, as good as by in-store events and lectures that denote a suspicion behind a products. Shimazaki points toward a new speak during a flagship store with weave engineer Reiko Sudo, who only expelled a wardrobe line with Muji done from recycled textiles. The eventuality brought some-more than 100 people into a store and showcased a company’s new product line and efforts toward sustainability.
Shimazaki says that Muji pours many of a resources into formulating an in-store sourroundings that tells Muji’s story simply by showing. The flagship stores—outside of Japan, there’s also one in Shanghai and in Singapore—provide a best eventuality to do that, with adequate space for things like an Aroma hire for blending essential oils for a Aroma Diffuser (the company’s bestseller opposite all markets). There’s also a hire for stamps to dress adult still or receptacle bags, and a place for embroidering Muji’s unembellished products. Muji employees are speedy to tell business about a association story and products via a store.
“In a store we can uncover a Muji judgment and tell a Muji story,” Shimazaki pronounced during a event. Muji does have an online store, quite for a people who don’t live nearby their stores. But while other companies are ramping adult their internet business, Muji maintains a tip arms is a earthy stores—and it only keeps adding some-more of them.
Photos: Travis Rix for Fast Company;