Design Management Strategies of Japanese Lifestyle Brands: A Comparative Analysis of MUJI and Tsutaya Bookstore

This study analyzes the impact of design management on corporate success using MUJI and Tsutaya Bookstore, two representative Japanese lifestyle brands, as case studies. (1) Background/Purpose: As globalization and digitalization accelerate, Japanese companies have faced competitive stagnation since the 2000s. The Japanese Patent Office’s 2018 ‘Design Management Declaration’ called for design to be integrated from the earliest stages of business strategy, prompting many companies to adopt design management. This study aims to analyze how design management, driven by executive leadership, contributes to corporate innovation and competitiveness, and to derive practical guidelines for other companies. (2) Study Design/Methodology/Approach: The study uses literature review and case analysis centered on the SER-M model (Subject, Environment, Resource, Mechanism) to systematically evaluate design management success factors across four dimensions. (3) Findings: MUJI achieved sustainable growth by redefining its brand philosophy through design management during a business crisis, reducing costs and maximizing operational efficiency through the ‘Cost Visualization’ technique and the MUJIGRAM manual. Tsutaya Bookstore transformed the bookstore concept into a cultural platform based on the philosophy of ‘designing a lifestyle,’ creating a differentiated consumer-centric brand experience through spatial design, experiential marketing, and data-driven curation strategies. (4) Originality/Value: These two cases demonstrate that design management can enhance corporate competitiveness through the realization of brand philosophy, emotional connection with consumers, and implementation of sustainable management strategies. The SER-M model provides a systematic framework for understanding the integrated conditions necessary for effective design management.