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Italian luxury coat maker Moncler's decisive Genius project takes brand's collaborative genealogy to new level

Late in May, luxury coat maker Canada Goose announced its "significant investment" plan in China - a regional headquarters in Shanghai, flagship stores in Beijing and Hong Kong, as well as an e-commerce business branch on Alibaba's Tmall e-commerce platform this fall.

Less than four months later, its Italian rival Moncler followed with a similar decision in September, saying it will also partner with Tmall to launch a pop-up store during the first two weeks of October, selling selected items from its latest Moncler Genius project.