First, a successful start.
Speaking of the successful start of MUJI, we have to say that Tsutsumi Seiji and Tanaka and his party were just a grocery store in Seibu Department Store in the late 1970s. After Tsutsumi Seiji, a young artist, took over Seibu Department Store from his father, he found Kazuno Tanaka, a designer friend at that time. Based on their literary feelings and business insight, they believe that MUJI can develop into a unique brand to meet the needs of the big society in the future. Ichimitsu Tanaka was hired as the artistic director of MUJI, and he also became a member of the board of directors. Almost at the same time, space designer Saiya Skirt Gui Zhi joined the MUJI design team to design the store.
1980, Ichigo Tanaka was fully responsible for brand positioning and design, and put forward the development idea of MUJI with the guiding ideology of "showing the essence of products in the most appropriate form". Tsutsumi Seiji thinks the market is too noisy, and puts forward the idea of "anti-brand", hoping to produce brand-free goods. He and designer friend Ichimitsu Tanaka * * * finalized the brand name of MUJI. 1980, Ichigo Tanaka was fully responsible for brand positioning and design, and put forward the development idea of MUJI with the guiding ideology of "showing the essence of products in the most appropriate form". Tsutsumi Seiji thinks the market is too noisy, and puts forward the idea of "anti-brand", hoping to produce brand-free goods. He and designer friend Ichimitsu Tanaka * * * finalized the brand name of MUJI.
Second, success depends on ideas.
1980s was the heyday of Japan's rapid economic development. In view of the social reality of mass over-consumption, Tanaka is sensitive to realize that design can intervene in mass life and exert social influence. From a daily perspective, he advocated "recycling of resources", provided a new method for enterprises to transform design into productivity and core competitiveness, and instilled such an idea into society from the basic concept:
1. "This is good" lifestyle: MUJI is not a famous brand, and it will not use commodities to publicize its personality or popularity, nor will it reflect the popularity of famous brands on the price of commodities. This is by no means "so good" or "necessary" Muji pursues the rational satisfaction represented by "this is good" and emphasizes "justice". At the same time, "just" may give up a little dissatisfaction. The goods of Muji have simple characteristics and are made by extremely reasonable production technology. Just because it is pure and blank, it can accommodate everyone's ideas, and the ultimate freedom is thus produced.
2. Take "vegetarianism" as the tenet (that is, no design, no design): No printing is by no means to establish a brand that sells goods at high prices, nor will it use cheap labor to produce goods in batches at low prices. While manufacturing with the most suitable materials and pursuing products with suitable prices, we aim at "vegetarianism" and pursue the ultimate design.
Third, success in the development process.
As the founder of MUJI, the "Advisory Committee" played an important role in establishing the company's direction. The so-called advisory Committee is an organization formed by designers outside the company to maintain the brand concept. This stage includes graphic designer Kenya Hara, creative director Koike Kazuko, product designer naoto fukasawa and interior designer Saiya Skirt Guizhi. Among them, Kenya Hara impressed me the most.
He thinks he is a communication designer. His packaging design not only cares about the promotion function, but also pays attention to how to let consumers know the characteristics of products with appropriate information. After Kenya Hara joined MUJI in 2002, in addition to the product development plan, he must also implement the communication plan to convey the products to the public. I especially like the four large posters he made for Muji, four sets of ultra-wide scenes from different parts of the world, which have a strong impact on the vision from the perspective of the horizon, plus the LOGO with the word "Muji", and there are no other redundant elements. Only when a designer can accommodate the next world in his heart can his works show such an atmosphere.
The Advisory Committee will hold a regular meeting every month. The main purpose of this meeting is to pay attention to and discuss the trends and events that appear in the world, put forward the problems that I feel confused about, and share my role in society and the direction that is worth working for. The specific link of commodity development is to confirm the details of routine every week; Go deep into real life to observe (visit the living people's homes in person and observe how the goods are used); Feel the breath of life with your skin (note: the family you visit is a close family). This is the so-called observation and investigation method (the example of airport couch replacing single chair cited by the author in the book P 149 is to use this method), and then talk about other supplementary methods:
1. With the assistance of the national store manager, collect relevant sample photos.
2. Product designers can directly call the company's top management to explain their ideas.
Fourth, success in various projects.
MUJI is undoubtedly a successful large enterprise, but Masaaki Kanai, executive director of the MUJI program, has always insisted on being a small and medium-sized enterprise, believing that large enterprises always have a sense of distance between sites, which is contrary to the values of MUJI. Wuyin has been exploring on the road of "emptiness".
1. Muji house visit: an educational activity centered on the way of building houses and living spaces. In specific cases, a lot of efforts have been made to integrate into the line of action in life.
2. Discover Muji: By looking for goods with the same values as Muji outside the company, we will constantly cultivate Muji's judgment. The purpose is to soften the characteristics, and there is no high-profile design in the store.
3. Muji again: In addition to the old clothes brought by customers who have recycled biofuels, Muji also has a shop that dyes some wearable clothes and resells them.
The reason why MUJI is so successful is that it advocates a philosophy of life, does not emphasize the so-called popularity, but restores the essential meaning of commodity value with simple design in peacetime and faces the world humbly. This is my understanding of its successful philosophy.