3. MUJI: Brand Concept Creates Process Innovation

MUJI is a Japanese chain of lifestyle retail brand stores that operates in 27 countries and regions with 821 stores, employing 16,195 staff including 9203 part-time staff. MUJI has continued to grow consolidated operating revenue for the past 14 years. Its brand value is US $1390 million according to Interbrand. As of the end of February 2017, 35.3% of its revenue comes from overseas operations. The brand concepts of MUJI are unique; “No Brand Logo,” simple design, and not “This is what I really want” but “This will do.” To realize these brand concepts, MUJI has a unique method of product development that includes the following three principles: (1) selection of materials, (2) streamlining the process, and (3) simplification of packaging. These concepts and original product development create process innovations. The simple streamlining of MUJI designs is naturally applicable to many different countries, and as a consequence these concepts are accepted in a diverse range of countries. In the context of its customers, MUJI has good methods and tools for communication. It has become an approachable and friendly lifestyle adviser brand, not just a simple one. The author examines how the MUJI brand concept succeeds in process innovations.