Creative Coach

(NEW YORK) Move over, Reed Krakoff--the web is on the loose! Coach courted a tech-savvy generation of shoppers by creating an online design contest, which launched online June 25. The contest encouraged users to appropriate their own artistic vision to create a unique Coach tote. Working with Brickfish, an online marketing agency based out of San Diego, the brand was able to reach a broader audience. Using iconic Coach design elements or their own materials, entrants were able to create a style and then encourage others to view, review, and vote for their entries. A panel of Coach judges then selected the winners on August 4.

Grace Hia, a 15-year-old from Southern California, won the Grand Prize, which includes a $2,500 shopping spree, a $500 scholarship and a celebratory event at a Coach store in Los Angeles. The best part? Hia's tote, which uses iconic Coach prints in a multicolored zebra pattern, will be created and sold as a limited edition item in select locations.

The High Score winner, 20-year-old Oregon native Anh Huynh, won based on entrants and visitors to the site; Brenda Eng, a 17-year-old from Massachusetts, was the Most Viral winner for sharing her entry the most. Both earned $1,500 shopping sprees and $250 scholarships.

Though Krakoff has collaborated with designers like Phillip Lim, Eugenia Kim and Lutz & Patmos, Hia is the youngest designer to give Coach her unique touch.
NOLA WEINSTEIN