When shopping for clothing, full-figured women need outfits that are not only fashionable, but also fit their bodies properly. They also need clothes that are easy to find. But very few plus-size retailers accommodate all these needs, said Mercedes Gonzales, director of the Global Purchasing Group.

"So many plus-size clothing lines are shaped like tents," Gonzales said. "Think about all the sizes available in non-plus ? missy, contemporary and junior. In plus, it's just big."

Though the obesity rate is increasing and the average size of women's bodies is size 14, retailers are all-too-slowly creeping into this emerging niche market. But the problem is not quantity of clothing, but the quality of looks, Gonzales said. According to her company's research, an overwhelming majority of plus-size women buy their clothing online.

"The feedback I get is that so much of the plus-size clothing is too old and frumpy looking," she remarked. At Macy's in New York the plus-size department is way in the back on the last floor."

Fortunately, some retailers are starting to catch on. Forth & Towne, Gap's fourth brand which opened last month, carries fashionable items for women up to size 20. Torrid, owned by Hot Topic, offers trendy clothing for plus-size juniors. Fashion to Figure, a plus-size, moderately priced retailer founded by the grandsons of Lena Bryant, offers approximately 50 trend-right brands to choose from.

"Our grandmother said you should never ask women to conform their figures to fashion, but bring fashion to their figures. That continues to be our passion," said Michael Kaplan, a store founder.