Bloomberg has unleashed a strong buzz in the industry with a report that Amazon is testing a new private label of apparel for running, yoga and other sports activities, made by factories that work for Lululemon and Under Armour. Observers feel that the initiative will affect lower-priced retailers like H&M and Zara more than premium brands like Lululemon, which may have more to lose from Nike's new plans in women's athleisure.

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