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Premium French denim label APC is known for its clean, basic but on-trend men’s and women’s clothing and accessories, and since its launch in the late 1980s has become a popular label among UK independents.

And its website is pretty slick too. Like its clothing, doesn’t get carried away with over-the-top looks and gadgets. Instead, it just does the basics well.

APC uses a simple navigation bar at the top of the page which allows users of its site to quickly jump to what they are looking for. If you’re a man looking for denim, for example, you hit the jeans tab. For anything else in the men’s collection, it provides options such as accessories, shoes, bags, T-shirts and more.

Once on a page, users can zoom and get more detail on a particular product. While not the most impressive zoom function in the world, it works well and is simple to use - something that a lot of other sites which use more advanced zooms should bear in mind.

While viewing product, the site also gives colour and size options, and it’s easy to add any choices to the basket, create an account and get the product ordered.

There are a few quirks, which can get a little annoying. For example, hitting the back button takes the user back to the start page rather than the previous page. But overall, APC provides a very good example of a transactional brand website which functions well.

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