Japanese Muji opened on Friday his move to Helsinki in Kamppi. This is the case, which has been talked about for a long time.
the Finnish innovation, exports, investment and tourism, the official development organization of Business in Finland information on the topic (you move to another service)already a year ago.
“the success stories in Finland: the Japanese Muji to open the store in the Kamppi shopping centre”.
unclear as how to trade the opening is specific to a Finnish success story – the japanese success story Muji certainly has. The company has hundreds of movements in ten different countries. Now, therefore, also in Finland.
Muji was founded in Japan in the 1980s – according to the story, only the movement of the consumption society, the commercial apart. The company is said to be famous for the fact that it has no brand at all.
the economic magazine Fortune, according to (you move to another service)Muji is anti-brand.
the Argument is of course nonsense. The word brand refers to the brand or image. If Mujilla wouldn’t be those hundreds of finns do not queue up on Friday morning narinkka square.
the Japanese Ikea
Europe’s largest Muji-business has taken over the Kamppi shopping centre whole layer. Here at interior goods and utensils are basic and not clothing colors for speed.
bath towel shelf, wine red seems to be villeintä what I found.
low-key atmosphere is easy to combine not. Products are, however, not in itself strikingly japanese. T-shirts are t-shirts, hats, beanies and sneakers sneakers.
on the other Hand, no Ikeakin not so Swedish that its products can be sold all over the world.
Mujia has been called the Japanese Ikeaksi, but this trade is too Finnish. The food department has dozens of Finnish pienvalmistajan products, such as ice cream, rye bread and drinks.
the book shelves to find books that tell you the smoke saunas, skiing, sámi of contemporary art, Finnish upholstery, and Marimekko patterns.
More marimekko here, of course, not found. Clothing, interior products, tableware, and storage furniture are muji’s own production.
the price tag of after the cut however, it does not find anything anymore. Muji products are anonymous.
Muji donated 500 to the first customer products contained in the gift bag.Vesa Moilanen / lehtikuva the extreme austere
Muji told to make products that are stripped of all excess. That is why they cannot press even the manufacturer’s name.
a Marketing and design agency Agency Leroy creative director of Janne Hänninen confesses Muji fan.
company of Muji is, of course, as strong a brand as any in the same size category of the company, Hänninen start.
brand cancellation associated with products. If you happen to have Muji products that you like, it’s almost like a secret. When the product doesn’t scream any particular brand name, it is easier to associate ownership and pride.
nykymaalit mass individuality highlights the consumer is so easily praise a product to their friends, if the product is not obviously a certain company manufacturer.
the Japanese perspective, design and marketing is very clever. Magazine advertising working, the company didn’t have to buy – when the phenomenon is sufficiently big, of Helsinki, said they will be doing a live broadcast (go to another service) on the spot.
– the Actual advertising Muji makes very little and even then it sold more of its own design philosophy and approach as their products, Hänninen images.
Hänninen said to be implementing today, many clients with a similar philosophy as Muji. Agency Leroy clientele is, for example, the Finnish Iittala.
Finns should learn
Muji said he was bränditön brand, but a brand that only strong it is. I saw the muses a long career in the world of advertising, made the Petteri Kilpinen , which works on information today as a writer and business coach.
– People interested in uniikkius, and accountability – instead of that the product would be in the american ad agency in the built product.
Kilpinen will marvel at the sight of the way in which the japanese company has built a story. In finland marketing is according to him too often of the same – hills and thousands of lakes. Muji would have a lot to learn.
in Finland we have our own mystical story. We need to learn about, that people want to find something different – they don’t want to follow the masses involved. They want to get their own choice to show an individualist eyes.
to Show an individualist eye?
– muji, the story is great. Personally I would say that in the end, however, it is a trade full of stuff. All kinds of stuff.
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