Paul Bobnak

Paul Bobnak

Paul Bobnak is the director of Who’s Mailing What!, the most complete, searchable and fully online library of direct mail and email in the world. He has read and analyzed thousands of direct mail packages and email in more than 200 industry categories, including retail, nonprofits, telecom, automotive, financial services, travel, and publishing. He writes for the e-newsletters Today @ Target Marketing, Total Retail Report, and NonProfit PRO Today. He has been a judge in NonProfit PRO’s Gold Awards for Fundraising Excellence since 2006.

Uniqlo’s Direct Mail Highlights its Seasonal Solutions

Uniqlo, a leading apparel retailer, uses a direct mail catalog as part of its strategy to differentiate itself in a crowded marketplace. In the catalog, Uniqlo emphasizes that comfort — i.e., how to make a customer physically feel better — can be as important a benefit as style, value or quality in brand positioning.