Muji is a Japanese retail company which sells a wide variety of household and consumer goods.One thing that differs Muji from other retail company is that they don’t have any logo on their products and the packaging is extremely simple-displaying only functional product information and a price tag.Like their value proposition and brand positioning, Muji has successfully give a impression of being ” minimalist “and  high quality.

Also,the no-brand strategy means its products are attractive to customers who prefer unbranded products for aesthetic reasons, and because it provides an alternative to traditional branded products.(http://en.wikipedia.org/wiki/Muji)

Instead of giving priority to brand or additional marketing elements, they focus in purpose and performance of the products(http://wedreambusiness.org/MUJI.html).They reduce the cost by select their material and minimize packaging.This policy not only enable them to keep a relatively low price,but also take CSR (corporation social responsibility).They are contributing to the environment by reducing the packaging waste.Additionally, they are encouraging people to focus on the basic function of the product rather than those showy packages.

I would regard Muji as a sustainable company since it meet the requirement that is good for environment and society,also make profit.

references

http://en.wikipedia.org/wiki/Corporate_social_responsibility

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