17 Dec Case: Sam Friday – Positioning a modern intimates brand with real audience insights
The Brief
Sam Friday is an Amsterdam-based intimates and lifestyle brand. The challenge: sharpen the brand positioning so that the story, stores, and communication truly reflect what their ideal customer feels, needs, and desires.
Our Method: Select – Engage – Activate
Select
We curated a highly relevant research group from the House of Treats community: existing Sam Friday customers and lookalikes within the target audience.
Engage
Through a mix of quantitative (online questionnaire with existing clients and potential new clients) and qualitative (focus groups) research, we explored their mindset in depth: how they think about lingerie and loungewear, what makes Sam Friday stand out, which associations are missing, and what language and visuals resonate most. Together with the Sam Friday team, we translated these insights into a sharpened brand positioning around “Friday Mood, Everyday”: the sweet spot between comfortable and sexy, weekday and weekend.
Activate
The new positioning was then turned into practical building blocks: tone of voice, visual cues, store and online experience, and direction for future campaigns and community activations. This gave Sam Friday a clear, audience-backed foundation for brand communication and international growth.
Why Sam Friday Partnered with House of Treats
Because strong positioning starts with real people, not assumptions. By combining a curated community with deep audience research, House of Treats helped Sam Friday claim its space in the intimates market exactly where its ideal customer lives — and feels at home.
About House of Treats
Real impact starts with real people. Consumers are craving authenticity. Real voices sharing genuine stories and experiences.
We specialize in identifying and activating real people to bring brand stories to life. Dedicated individuals that truly embody the brand. Creating genuine, lasting, and impactful connections.
Power of our community
House of Treats has a carefully curated global community of early adopters, they are trend and culture conscious. Frontrunners in the GenZ and Millennial audiences who are difficult to reach – let alone understand.
By matching members to brands, based on their shared DNA, we build strong connections with community members. They become brand ambassadors for life and help brands to grow awareness and brand love.
Do you want to get in touch directly, call +31 20 – 2442393 or mail fleur@houseoftreats.nl
Want to know more about our collab with Sam Friday?
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