Spiegel, I thought you were smarter than that

Despite the fact that I've only purchased one item from this retail giant and get daily emails on sales despite a number of attempts to be removed from their spam, I found today's ad especially annoying. Because I am convinced that despite focus groups and knowing their consumer, they decided that to  feature selling plus size clothing they should put a tiny size zero in their ad. And while the model looks stunning in her cashmere tunic, the real connection to marketing is lost. A connection to the audience. Because my guess is that woman who lounge around in cashmere are smart consumers. Smart enough to know that there is no way in hell they would like that if they bought these sweaters.