Scroll-Stopper Colour Way

I recently spent a couple of days with The Snake Hole​

and their mentality for marketing a clothing drop really intrigued me...

Here's what they do:

For any garments there are two colour ways.

One crazy colour way is the eye catcher, the scroll stopper, the "that's cool".

The other colour way is safe. It's the greys, blacks and whites.

Here's how it works:

Most of their marketing leading up to drop day will include the scroll stopper colour way.

A prospect customer will look at their the garment and think "that's really cool and different. But I could never pull that off".

And so the prospect goes to the store page, and buys the safer colour.

Here's the thing:

If it wasn't for the scroll stopper, the prospect never would have paid attention.

And if it wasn't for the safer colours, the prospect never would have bought a garment.

Most times, The Snake Hole finds that 1 in every 3 customers will buy the scroll stopper colour way.

Here to help,

Elijah