This DDI Magazine article says The name MUJI was derived from "Mujirushi Ryohin," which translates as "no-brand quality goods." The retailer has promoted an image of recognizable quality without a brand or designer's name on the products it carries. Rather, the corporate mission insists upon avoiding trends for its products so that they are universally relevant—"depending on simplicity and flexibility"—to fit customers' lifestyles.
That sounds like a great idea as did shopper marketing. As audience measurement becomes grounded in hard measurement and reasonable analysis, brand premiums may disappear. Here is an example of how this might occur with wine.
In the end, nature cannot be fooled.