Continue Reading Below AMZN) has big plans to disrupt yet another industry. According toRecode, the e-commerce giant is currently hiring brand managers to "build authentic activewear private label brands." Amazon did not confirm the project, but an activewear line would fit with the company's ambitions in fashion and apparel. In recent years, Amazon has taken steps to make apparel a key component of its e-commerce business, launching private-label lines in suits, dresses, and shoes, and also spending millions on ad campaigns, touting the slogan, "Smart is Beautiful," a play on the company's reputation for value. The company also started airing a daily runway fashion show on its website called "Style Code Live," and it opened a 46,000-square-foot photography studio in London allowing it to create more than 500,000 images of clothes every year. More From Given that, the company's moves into activewear, or athleisure, are not surprising. The heady days Continue Reading Below ADVERTISEMENT Athleisure has become a buzzword in recent years as clothing like yoga pants have gone from being worn strictly for exercise to being acceptable as streetwear, or even for the office. No company has been more responsible for this trend thanlululemon athletica(NASDAQ: LULU), which was founded by Chip Wilson in 1998 on the simple observation that women wore ill-fitting clothes to practice yoga. It has since grown to nearly 400 stores, but its trademark product has remained its yoga pants, priced in the range of $98. Lululemon's blockbuster growth and fat profit margins in the post-recession years attracted competition from all corners of the fashion world.

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