As models get skinnier, the average American gets larger. According to statistics, 62 percent of females in the US are overweight, so one would think that there would be a huge market for plus-size apparel. However, retailers are hesitant to cater to these customers because of the stigma it still carries. The battle between real-life beauty and ego has marketers in a tricky situation. “When a woman sees herself in the mirror, despite her size, she still thinks Angelina Jolie, not Jennifer Hudson,” said retail consultant Emanuel Weintraub.
It's time to embrace real beauty and give Americans what they want: cute clothes that fit. Plus-size model Emme says it best: "When are retailers and manufacturers going to snap out of being narrow-minded and unable to see the enormous opportunity right under their noses? If they give a customer what she needs, wants and desires, she will be loyal for life.” I second that notion.