Emily Graham

Emily Graham

COURSE: Fashion Business & Promotion 2018


Final Major Project Muji Mind

"Approximately 1 in 4 people in the UK will experience a mental health problem each year" Mind 2018

Career focus | Marketing and PR

Muji Mind is a marketing concept for Japanese minimalist lifestyle brand Muji. The purpose of the concept was to promote Muji’s existing wellbeing product range as well as re-launching the existing ‘Muji to Relax’ app.

The marketing strategy followed the theme of mental health within the UK, which was established through research conducted within the dissertation and competition modules. The concept was tailored to provide an alternative wellness experience for the Millennial and Gen Z consumer, as they were less likely to be receiving adequate support for their mental health. Muji Mind addressed the need for more mental health resources within the UK, by providing a pop-up VR wellness drop-in space within selected universities and Muji stores. Whilst also promoting the use and sale of the selected wellness product range to increase sales within that sector.

From my three year experience at university studying Fashion Business & Promotion, I have had the chance to explore Marketing and PR through the FMP, Events Management, and Digital Marketing modules. Alongside my Industry Placement where I had the opportunity to work further with social media and marketing as well as learning to work with a close-knit team. My experiences have helped build my skills and knowledge on social media and promotional marketing strategies, which has shaped and inspired my chosen career path within the Marketing and PR industry.