Magazine B Issue #53 : MUJI

Intended to be a generic line for the Seiyu Supermarket Group, Muji was launched in Japan in 1980, as Mujirushi Ryohin, which means “no-brand quality goods.” Having initially started out with just 40 products, Muji now sells more than 7,000 different items and has successfully expanded into the housing business, proving that a brand can indeed sell a lifestyle aesthetic.

Contents

INTRO

EDITOR’S LETTER

STORE
Images of Muji shoppers and comments on Muji from the media

OPINION
A multifaceted take on the Muji brand from Professor Ken Kusunoki

INNER SPACE
Muji’s approach to consumption as defined 124 by its lineup of over 7,000 items

PARTNERS
Past project collaborators remember and 126 reflect on their experiences working with Muji

OPINION
A comprehensive look at Muji houses from designer Kenya Hara, a member of the Muji advisory board

MUJI HOUSE
The Muji House, a modern living option that draws to mind a catch-all for holding odds and ends

OPINION
Identifying and understanding Muji style with Yu Yamada, director of creative agency Method

MUJI STYLE
City dwellers whose conceptions of style align with the ideas of Muji

MUJIRER
Glimpses of Muji products as they are actually used

FOUND MUJI
Found Muji, a project devoted to finding and recognizing “Mujiness”

B’S CUT
Observing what makes Muji products distinct

BRAND STORY
The story behind the birth and growth of Muji

100 GOOD THINGS
Examples of how Muji has given back to the community and supported the environment

HQ
Muji headquarters in Japan, where the brand philosophy is a part of life

ADVISORY BOARD
Muji’s key consultative body of five outside creative directors

COMMUNICATION
The history of Muji as seen through its simple print advertisements

ABROAD
Exploring Muji’s overseas sales strategy and experiences with Director of East Asia Business, Satoshi Shimizu

MASAAKI KANAI
An interview with Masaaki Kanai, chairman of Ryohin Keikaku

FIGURES
Muji by the numbers

OUTRO

Magazine B is an ad-less monthly publication that introduces one well-balanced brand unearthed from around the globe in each issue. Between its covers, B not only shares untold stories behind the brand but also its sentiment and culture that any readers interested in brand marketing and management can leaf trough with ease.

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