MUJI’s way to build a global brand: integrating value communication into product and store development
Pei-Yuh Huang is Assistant Professor at the Department of Textiles and Clothing, Fu-Jen Catholic University, New Taipei, Taiwan. She is an Assistant Professor at the Department of Textiles and Clothing, Human Ecology College, Fu-Jen Catholic University, New Taipei, Taiwan. She earned a BA at Fu-Jen Catholic University and an MA and Doctor of Economics at Kyoto University. Her areas of research are human resource management, industrial relations and corporate strategy.
Abstract
Purpose
The purpose of this paper is to clarify how to develop a global brand through examining the case of MUJI.
Design/methodology/approach
To build a global brand, a company is required to develop a repeatable business model that turns the source of differentiation into activity systems. So, from this hypothesis, the paper examines how the MUJI strategy worked and failed in the process of rapid growth.
Findings
MUJI succeeded in differentiation by proposing attractive value, developing products embodying its value and establishing its brand image through its stores. However, its rapid growth seriously damaged and diluted its brand image; and MUJI did not build a rational management system to respond to its expansion; consequently, MUJI’s business performance deteriorated. To revitalize its brand, MUJI reconstructed its product and store development and introduced a low-cost operating system through learning from another company.
Practical implications
The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations.
Originality/value
The case study of MUJI suggests that building a global brand is required to integrate its value communication into product and store development and to develop a business model to sustain its business globally.
Keywords
Acknowledgements
This research was supported by a Chuo University Grant for Special Research.
Citation
Isomura, K. and Huang, P.-Y. (2016), "MUJI’s way to build a global brand: integrating value communication into product and store development", Strategic Direction, Vol. 32 No. 4, pp. 8-11. https://doi.org/10.1108/SD-12-2015-0193
Publisher
:Emerald Group Publishing Limited
Copyright © 2016, Emerald Group Publishing Limited