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I'd like to know the same info, but I don't even want to think about it.

Palmer's makes a cocoa butter and viatmin E lotion for stretch marks, works well if you use it regularly.

I hate to disappoint you, but you cant avoid this totally. Depends on your age, too.
BUT you can also do a lot to prevent this as much as possible. First and most important: dont lose too quick- imagine your skin like a ballon that loses air... when you lose the fat that expanded your skin, it needs time to recover.
Brush daily: buy one or two loofah sponges or bristle massage brushes, and each morning brush your body from the feet up (not too hard, dont scratch. Always "from outside to inside", belly in clockwise motion) This also helps to wake up and feel fresh :)
Take one or two baths with 1 cup of baking soda weekly, it neutralizes acids and softens skin, you can even add your favourite bubble bath to it.
Look for lotion or creams which contain Centella asiatica, it is the only thing really proven to firm skin with regular use.
Take E and A vitamins, and a supplement with Evening primrose extract, which is Gamma linoleic acid. Its known to firm skin and keep it healthy and nourished. This also works in creams and lotions.
Bio oil is good also, but its important you follow your skincare regimen twice daily.
je_snell is right, palmers works good, and its not so pricey. You could also use regular Vit E capsules, cut open and mix the contents with your regular lotion, so you dont have to throw it out.
the brand "SkinDoctors" makes some creams for stretch marks, too, those are high in Vit A.SUpposed to work even on existing stretchmarks.
Exercise that strenghtens the deeper muscle layers helps (Pilates and the likes)....it doesnt do anything directly to your skin, but it gives your body an overall firm appearance.
Last but not least, drink a lot and always make sure you get all your Vitamins and healthy oils.

Hope this helps a bit :) and good luck !

thanks guys