By Jamus Driscoll, Demandware Marketing

Columbia, the iconic outdoor apparel brand, recently launched its new ecommerce site (www.columbia.com) and we're here to wish them a hearty congratulations. The announcement of the site, found here, details the launch and the business strategy behind it. Of particular note is that ecommerce is the third leg of direct-to-consumer strategy including branded stores, outlets and now e-commerce.

What's also interesting to us is that Columbia is leading a trend that we're starting to see more and more of-the blurred lines between content, community and commerce.

Have a look at the site and you'll see things like...

• Referrals to independent retailers that are closest to consumers wherever they may be, at home, on business or on vacation


• Community features, such as discussions, product ratings and reviews


• Community-building via social media tools, such as the new "Inside Out" company blog


• Engaging stories and video content about Columbia athletes, founders and pioneers of the Greater Outdoors


• Updated corporate responsibility and philanthropy pages to help consumers get to know the brand better than ever before

It's a bold exciting launch for sure and we'd like to congratulate the team there on the vision and execution that made it real...