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digdeep.com

Launched earlier this year, men’s streetwear site Digdeep.com mixes the appeal of sports fashion with streetwear.

The home page promotes the fact that the etailer now accepts Paypal and also points to a sporting icons section, which features interviews with sports stars.

The icons include England cricketer Graeme Swann and England goalkeeper Joe Hart. While these are undoubtedly top sportsmen, they don’t necessarily fit well with a streetwear etailer and the product sold on the site seems to be aimed at a younger audience than this type of content might appeal to.

Once you enter the ‘Shop’ area, the product is displayed in clear sections with filter options (by product category) on the left-hand side of the page. The section pages use a right to left scrolling option and when hovering over a product shot users are given the option to ‘View detail’ or ‘Quick buy’, which adds the product directly to the user’s basket. There is also an option to ‘Add to my locker’, which again alludes to the sporting element and saves the product on the site for users to come back to at a later date.

Overall, the site design is clean and appealing - it’s just the target audience that is unclear.

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