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Anti-Gorgeous, Anti-Cheap

無印 Muji Hotel now in Ginza (after Shenzhen & Beijing).



OK, makes sense to open a branded hotel, if you're in furniture and household retail. The slogan of「アンチゴージャス、アンチチープ」(anti-gorgeous, anti-cheap) is a little disingenuous, however, considering the property is in the poshest and most over-stated Tokyo neighbourhood. Does that mean it's mid-range? At least defining themselves as what they're not is on brand--in line with their 'no-brand' ethos.


The hotel is managed by UDS who're also running the brilliant Claska hotel in Meguro https://lnkd.in/gSVFfjx Good they've decided not to do it themselves: JP brands sometimes forget what their core competency is and try to go it alone. Surprised IKEA Group haven't done this yet...Oh hold on, they already have a hotel, in Sweden, and considering another...are they?


https://lnkd.in/gyHhmfK

https://lnkd.in/gmMSkU8


#marketing #branding #context #brands #hotels #retailstrategy hashtag#muji #ikea #corecompetence #japan


(LinkedIn post 2019)

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