#qdrnt

"higher quality, more exclusive" but their hoodies don't have drawstrings like don't pmo. not to mention them wanting to move away from merch but still doing mostly hoodies and tees which is merch 101. like they're just going to be pricing fans out

i also could go ON about how they have this thing where they've always been trying to give streetwear and with this rebrand they're really trying do the whole motogear streetwear thing but i just feel like it never lands. their marketing always matches the aesthetic better than their actual product does and i'm not surprised but also it just sucks for everyone involved

idk like i really want this to do well but based on what i'm seeing it just feels like it could be more of the same which really has me worried

-🧸

hiii! yeahhhh okay so disclaimer here that i am by no means a marketing professional but i did suspect at the end of last year that they were doing so many drops that they were starting to get diminishing returns. at one point it seemed like they were dropping a new collection every few weeks and then stuff would go into the sale a few months later which kinda cheapened the feel of the brand (although i was delighted about the archive sale and snagged some bargains).

i think in general they've maybe struggled to figure out exactly what quadrant is. is it an esports sponsorship brand? a clothing/apparel brand? a merch offshoot? a loose collection of twitch streamers? people seemed to dip in and out of the crew a lot (e.g. i haven't seen ria in any of their videos for ages but she still seems to go to races under the quadrant banner. honestly would love to see some more women in their stuff once in a while 🫠) and they made a whole song and dance about the athlete sponsorships but then haven't done much with those either apart from just like. hanging out with keegan a lot?

it also seems like they're trying to reposition it as more max's baby than lando's now, which is the direction it's been heading in for a while and makes sense given that lando doesn't really have the time or inclination to be the face of it anymore. sooo in general i think they needed a fresh start and a more clarified direction but i'm not sure i vibe with the overly buzzwordy 'mission statement' (that honestly reads like chatgpt wrote it) or yeah, the veiled insinuations that the prices are gonna go up. i also hate the new logo lmao. i suspect they'll go back to the original model of very limited drops that sell out fast to build up the artificial scarcity.

i agree w u and anon about the whole trying to move it away from content and how they haven't been doing well generally. i've noticed it too and agree that on the marketing side of things that that's the purpose the rebrand is serving.

if anything i have more thoughts/concerns on the clothing/fashion side of it which i am totally not qualified to talk about. anyways not to get on my soapbox in ur asks but my official stance is i want them to make cargos or jeans or some kind of pant and to have cohesive collections like enchante does

-🧸

sorry to smush all these asks into one post but i think my answer to all of them is pretty similar!

yeah i def think this rebrand is a financial decision more than anything else. i really do think they just diluted the brand way too much, tried to do too much without any real commitment and flooded the market a bit with too many drops so i’ll be intrigued to see whether they manage to turn things around by repositioning it as more of a luxe brand á la enchanté.

there are a few reasons why i think this might be difficult. one: quadrant’s vibe is very different to enchanté’s slightly more grown-up (air quotes) vibe and that kinda focus on ✨living the good life✨ daniel seems to be pushing now. i think enchanté has done a very good job of positioning itself that way and creating that aspirational vibe that people will drop big money on if they can afford it. as 🧸 said, quadrant seem to be aiming for that cool underground moto streetwear vibe which i love and does fit w lando’s aesthetic to an extent, but idk how much crossover there is between fans who are willing to drop ££ for merch and people who are willing to drop £££ for that kinda streetwear? (again, not a marketing professional so genuinely no clue!) but also agreed that focusing more on motorsport and associated “extreme” or “urban” sports like skateboarding makes sense given the fanbase, albeit there’s crossover there with red bull’s USP.

ngl i never cared much for the esports era of quadrant bc i don’t care for esports so i can’t comment on that but i can def see how it must feel like it’s changed a Lot since those days and turned into something else entirely.