無印良品に関するあるツイートが話題を呼んでいます。
SIERRA HOTEL@ShotaroHirai
さんは
スタンダードプロダクツの店で無印良品が模倣されていることにショックを受けています。
無印良品はもはや危機的状況にあり、VMD(ビジュアルマーチャンダイズ)のノウハウがダイソーに流出していると考えられます。良品計画は、金井さん時代に店舗体験を重視し、VMDを用いて「無印良品らしさ」を演出していましたが、それがダイソーに持っていかれています。
これは単なる商品レベルの模倣ではなく、ブランディングに関わる問題であり、LTVに影響を及ぼす重大な打撃です。VMDは知的財産でも商標でもないため、保護が難しく、手の打ちようがありません。
無印良品が店舗体験を重視していたことがBGMの販売などからも分かりますが、堂前さん体制では坪売上を意識し、店舗体験が犠牲になっています。今の良品計画ができることは、他社が模倣できないほどのVMDを磨くことですが、おそらく堂前さんはそれを実行しないでしょう。
これが終わりの合図であり、間もなく大きなユニクロ風の改革が始まることでしょう。そして、その後に無印良品の終焉が訪れるでしょう。
などと分析してツイートして大きな反響を集めています。
無印良品はかつて店舗体験を重視し、独自のVMD（ビジュアルマーチャンダイズ）でブランドアイデンティティを築いていました。しかし、最近の変更により、その特徴が失われてしまい、他社にノウハウが流出。今後の無印良品にはVMDを磨くことが求められますが、現体制下では難しいかもしれません。大きな変革が必要となるかもしれません。
いま潰れない店でやってるスタンダードプロダクツ見て、それなりにショックを受けている。
実を言うと無印良品はもうだめです。突然こんなこと言ってごめんね。
よく見ると什器やディスプレイ等の細かいVMD(ビジュアルマーチャンダイズ)が無印良品の模倣というレベルを超えていて、
— SIERRA HOTEL (@ShotaroHirai) March 19, 2023
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