Pregnancy should be the one time in a woman's life when gaining weight is acceptable, but despite being the most natural thing in the world, images of celebrity mums sporting neat little bumps and snapping back into their size 8 jeans before even leaving the hospital, make it difficult for many to accept their changing shape for what it is.

As a retailer, you will no doubt have heard many pregnant women saying they never want to be seen in a bikini again. They are not joking. The fear of everything heading south leaves many women frantic about covering up, not just on the beach, but in every walk of life. Many refuse to accept that great underwear is the saving grace even of celebrities and it is not until they start doing their homework, that they discover the secret is in the control mechanisms at work beneath their clothes, both during pregnancy and after.

Then there are the concerns about stretch marks. For many women, the fear of being left permanently scarred has them reaching deep in their purses to buy every cream going almost as soon as the blue line has appeared on the pregnancy test. Despite simply being a sign that a woman has successfully carried a child, many spend the entire nine months looking for ways to prevent stretch marks appearing in the first place.

Retailers must respond to such anxieties by stocking maternity clothes, underwear and creams that help women to feel more at ease with their growing figures. If a woman feels inadequate during pregnancy, the chances are she will feel just as down once baby is born, a testing time in itself without the added worry of returning to her pre-pregnancy shape.

"For most decades in the 20th century, maternity wear was still on the back burner. Pinafores, a sleeveless garment worn as an apron, were the maternity clothes du jour and could be bought in nursery shops. And pretty much from then until recently, maternity clothing was never considered a profitable area for design houses and manufactures, " explains Lindsay Mannering in ‘A Brief History Of Maternity Clothes'.  "All that changed, of course, with the paparazzi. In the late nineties, media interest in celebrity pregnancies boomed and the trend has only gained steam since. Between 1998 and 2003, the maternity clothes market grew 10% as non-actor/singer/heiresses wanted to look chic and feel comfortable while pregnant, as well. High-end denim lines like Citizens of Humanity and Rock & Republic launched maternity jeans. Michael Stars and Juicy Couture came out with maternity-wear, and so did The Gap and Old Navy. Wrap dresses, plunging V-necks, floor-scraping gowns, and chic tops were popularised by famous baby-bump wearers," she adds.

While it would be impractical to suggest that all nursery retailers stock a vast and daring maternity range like this, it is vital that you appeal to the tastes and budget of your target market. Consumer portal She Knows Pregnancy Fashion, highlights 5 essential garments for a stylish 40 weeks, offering this advice in the process:

1. Jeans: Look for an adjustable waistband, stretch material and a flattering cut, such as bootleg. This would be a good item to splurge on because you will probably wear these for a bit after baby is born.
2. Cargo Pants: Pull on these lightweight, fashionable pants for everything from shopping to lounging. These look great with a fitted tee or an empire-waist top.
3. Skirt: Look for a skirt in a basic colour with a lightweight material and a stretchy waistband.
4. Dress: A wrap jersey dress will look great on your pregnant body, and is a perfect look for a night out.
5. Tops: Pick up a figure-hugging top with a cute neckline to accentuate your bump. A feminine empire-waist shirt is also a great look, and you can never go wrong with a fitted tee.

As a retailer, you should look to advise your customers in a similar way. But don't forget to add maternity underwear, designed for comfort and style with the perfect mix of fashion and function. And finally, a range of lotions and potions that mum-to-be can pamper herself with are vital. After all, if you can win customer loyalty now, the chances are you will enjoy repeat business for years to come.

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