Meet the sweet sounding and equally delicious looking latex brand that’s the anithesis of its fetish-esque peers. Introducing, Yummy Gummy Latex.
Yummy Gummy Latex co-founder and designer Rebecca Allsop talks branding, marketing, and the ‘joys’ of social media.
BRIAN GRAY: Who is Yummy Gummy Latex and what’s the story behind it?
REBECCA ALLSOP: Yummy Gummy is myself (Rebecca) and my boyfriend (Sam). I started making sheet latex back in 2013 when I was taught how to make it by a late photographer who had previously been in the business of making sheet latex. I hadn’t discovered latex before then and wasn’t particularly impressed by it.
But after doing a bit of research I realised no one did what I could now do, which was make patterned multi coloured latex. Fast forward to me taking the little bits that I had made to the BBB (Birmingham Bizarre Bazaar) and having the latex designers there jump for joy that someone finally brought them what they had been waiting for. We saw how big the gap in the market was and after being made redundant and with some encouragement from Sam, I went for Yummy Gummy full time and haven’t looked back.
Yummy Gummy Latex is certainly a distinctive name. How and why did you settle on this particular moniker?
I literally chucked a pile of the little sheets I first made in to the middle of my room and stared at them until I found a name that described them perfectly. They looked just like gummy sweeties in their colour and texture. For me having a name that made people understand what the company was about immediately was really important, to save having to explain or for people to have to research more. It’s fun and memorable, I’ve had many people stand in front of my banners reading the name and chuckling to themselves saying how perfect it is and how nice it is that it’s breaking the dark fetish nature that latex brands usually take.
And what do you see as the brand vision and brand essence of Yummy Gummy Latex?
I always say I want to take over the world with latex. I want to spread multi coloured latex to the masses and break down that heavy fetish stereotype that the non-latex wearer thinks it’s like. It’s not all “weirdos and gimps”, it’s fun and expressive.
What three adjectives would you want your customers to associate with your brand?
Innovative, Exciting and Approachable.
A well-positioned company seeks to ‘own’ one word in the minds of consumers (i.e. Volvo and ‘safety’). What would be yours?
Innovative or Pioneering.
Good marketing is important for any company, not only to thrive but just to survive. What have been your key marketing learning points and observations so far?
Facebook is crap, Instagram is for the win, and I still don’t know how to work Twitter. At the end of the day I use If This Then That, as a tool to manage all my social medias at once to save myself time. I like posting little clips of me manipulating a sheet of latex as a photo rarely gets across the colours and textures and sparkles right where as a video gives customers a really good idea of what they’re getting.
You’re fairly active on social media, especially Instagram. What have been your key observations on social media as a marketing tool for Yummy Gummy? And how much of your social media activity is planned versus spontaneous?
Its pretty much all spontaneous, I really hate having to post regularly on social media, I much prefer to be making. I have to force myself to try and find something to post every day so I stay relevant and remind people whats new and what they could be buying.
You also actively sell your wares at various markets around the country. What are your opinions on these and how do your sales at these compare to those ordered online?
I do most of my clothing sales at markets as people can try on and impulse buy, or buy in confidence that something fits how they would like it. I’m very good at convincing people just to try something on for fun and before they know it they’re handing over their credit card because they’ve found their clothing soulmate. I sell pretty much all my sheet latex online however as most people are happy not seeing the latex in person before buying and all the sheet latex is made to order.
If you could get another adult brand (whether lingerie, sex toys, fetishwear, pleasure products, BDSM equipment or other) involved in a joint marketing campaign or event with yourself, who would it be and why?
I have collaborated with Godemiche Silicone who do the same thing as I do with latex but with dildos. They make multi coloured dildos! I gave them some of my glitter that matches a best selling dress and we created the Gleam dildo. We probably could have made more of a deal of it than we did but both being in similar situations we were both distracted by trying to make our own orders and run our separate companies than to make the most out of the collab with give aways on social media etc.
What has been your personal highlight so far with your involvement with the brand, and why?
Meeting customers and attending the first Sexhibition show in 2015 where I got to dress my idolised fetish models in my latex and have them walk the catwalk. Or when I won my two awards, one for Best Newcomer for the European Fetish awards, or the Sexhibition Best Latex Designer of the Year award. Having peer recognition and support from the community was just amazing to see where I had come with the brand, something I had originally just seen as a little hobby / Etsy business than my full time employment of 4 years.
What is the best piece of business advice you’ve been given or read somewhere, and from whom?
I am advised a lot by another latex brand. As for any particular advice I can’t think of any.
And what does the next twelve months hold in store for Yummy Gummy Latex?
I’ve just made a catusit and a bra, which doesn’t sound much, but it’s something I’ve been asked for for years and years but put off doing because they have to fit perfectly and be practically bespoke in every aspect. I am hoping to shoot my collection on some well known Instagram models, collaborate with a plus-size blogger for a joint collection for the much larger lady and I hope to approach fashion boutiques and try and get some stockists in traditional clothing shops.
Thanks Rebecca! And here’s hoping Yummy Gummy Latex hangs onto its its sweet spot in the latex world.
ARE YOU AN AMBITIOUS, MARKETING-LED, COMPANY IN THE SEX TOY, LINGERIE, FETISHWEAR AND EQUIPMENT OR DATING / EVENTS SECTORS?
If you’d like to be interviewed about your entrepreneurial journey and associated marketing issues that will be interesting to the Lascivious Marketing web fraternity, then get in touch!
Until next time!