For a long time, any woman who wore anything larger than a size 12 had few options when it came to shopping for stylish clothes. Full-figured women could choose between shapless dresses or dowdy tops designed to hide, rather than embrace, their curves. But that's beginning to change. Social media gave women a platform and a voice to push back against established images of beauty with body-positive language and retailers are starting to notice. And they should—67% of American women wear a size 12 or above, yet only $17-19 billion of the $100 billion fashion industry is comprised of plus-size clothing. Here, we look at the curvy, style-conscious consumer and her challenges at retail.
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