A Czech sex shop brand YOO.cz, founded by Vojtěch Sláma, has transformed its customer base with 60% of shoppers being women, defying the typical gender ratio in the industry.
YOO.cz, a Czech sex shop brand based in Brno, has rapidly changed the typical demographics of its customer base by attracting a majority female clientele, making women account for approximately 60% of its customers. This is a significant shift considering that traditionally, men constitute three-quarters of the patrons in Czech sex shops. Vojtěch Sláma, the founder, has emphasized a communication strategy that avoids vulgarity and instead focuses on sensitivity, enhancing the brand's appeal to women. Moreover, instead of relying on conventional advertising methods, YOO.cz has heavily invested in influencer marketing to effectively reach its audience.
The journey of Vojtěch Sláma into the e-commerce sector began with his engineering degree in databases, which led him to a job programming for online erotic dating sites. This experience revealed to him the potential of the online adult industry and prompted him to explore business opportunities in the erotica sector. His approach combined careful brand image curation and the utilization of modern marketing tactics, which proved successful in building a respectable and profitable business within a niche market.
Over the span of five years, YOO.cz has established a significant presence in the Czech market, positioning itself uniquely among competitors. The strategic decision to cater specifically to women not only broadened its customer base but also encouraged a market dynamic where men often choose products for their partners. This innovative approach challenges traditional norms in the adult retail industry and highlights the evolving perceptions of sexuality and consumerism in contemporary society.
