MUJI, the 'unbrand'

MUJI, the 'unbrand'
Tags: Marketing, Merchandising, Retail - Apparel, Store Design & Layout
June 20, 2011

I find this recent import from Japan to be an interesting retail branding story.

MUJI. Unless you live in one of the major metropolitan areas, you probably have not heard of this new retail store. It's very new to the US and I just happened to have stumbled upon it while walking in my neighborhood in NYC.

The store claims to be an "unbrand." In fact MUJI in English means "no name quality goods." The store is filled with mostly monotone, simple products that are all unbranded, almost generic in nature. I bought a grey scarf that is probably the most plain item that I own. I couldn't even describe the color, but I still thought it was cool.

The brand is minimized for sure with merchandise that is very plain yet spans clothing, home accessories, bedding, organizing items, and even file cabinets. Go figure. The designs are minimalist, simple, and almost "shy". And although the product lines are created by pretty famous designers in Japan, you wouldn't know that because the brand doesn't promote them. It's trying to not be a "brand."

This whole "not a brand" thing feels like a huge disconnect, don't you think? The prices are far from "generic" and retail stores feel more exclusive than mass to me (not to mention the affluent neighborhoods where the stores are located). The mere fact that the brand is trying to consciously be an "unbrand" in fact makes it a brand. There's an identity and a look that makes it a brand no matter what they call it.

It's actually a nice experience -- that's a brand. The stores have a mission and an essence -- that's a brand. Generic styles or not. (Photo by tshein.)

Reader Comments

Glenn Friesen

about 11 months ago

The difference is between a brand and brand perception.

A brand is a mark, logo, or stigma.
Brand perception is how people feel about a brand, and the things they associate it with.

Too many people focus on brands, and not the brand perception. I suppose it's because it's easier to control a brand than the perception of that brand; but I believe to do so is like eating the menu instead of the food.

MUJI proves that a brand doesn't even need a brand on their products to earn positive brand perception, or "brand equity". I thank them, because I like high-quality, ethical, useful products. I rarely ever like "branded" products. Personally, I'm hoping that they'll expose more people to the abolition of branded commodity fetishism, and sincerely thank you for covering their strategy.