MUJI didn't become so successful just by merely removing the label of its products.
'Underlying the essence of 'no brand' is actually an elaborating brand planning. Ikko Tanaka, who coined the term 'Mujirushi Ryohin', was insightful in the 1980's when the Japanese market was full of foreign brands. ' Mujirushi' represents the simplicity of ts packaging and manufacturing process, as well as its brand-free characteristic. 'Ryohin' is derived from Seiyu's commitment to provide quality for the products it developed. Classic writing such as
'Salmon-all part edible'
'Undecorated Love'
and
'Nature, Natural, MUJI'
created by Ikko Tanaka and Kazuko Koike, had accurately conveyed the spirit of MUJI
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