Islander” Brand Brings Modern Look to Southern Lifestyle

New “Islander” brand brings modern look to southern lifestyle

Belk Bowl scores first big win

Remodeled Cedar Bluff, Va. store wows customers

viewvol. 61 no. 2 March/April 2012 what’s inside Store Profile: Cedar Bluff, Va. #506...... 3 Islander Brand Debuts...... 8 Belk Bowl Highlights...... 4 News of Note...... 10 Fashion Buzz...... 6 LP Awareness...... 11 Belk Introduces Black Brown ...... 7 Grand Reopening Highlights...... 12

Total Belk Community Giving

Tops $18M in FY2012 Over $700,000 for United Way Giving Back in 2011 Community involvement and charity have been an essential part of Belk 1 since day one. We focus our giving 2 on three key areas: education, breast cancer research and awareness, and community strengthening. New Remodel Has Town Buzzing Claypool Hills Mall How We Give cedar bluff, va. Our charitable giving takes shape $3 million Nestled within the tiny communities of Richlands, Cedar Bluff and Claypool Hills, Va. – over 3 years to in many ways. It includes associate, Susan G. Komen® total population 5,000 – is Belk store #506, with a spark of youthful fire that has set the vendor and customer giving, direct

for the Cure town abuzz. With a newly remodeled featuring sparkling, modern fixtures, a gleaming profile store donations from Belk, Inc. and $300,000 to floor tile and new brand selections, customers are shouting their praise for the new special events. Tuscaloosa, Ala. Photo by Daniel Cima/American Red schools for and awesome shopping experience. “This town is so small that we are all neighbors,” Cross, Raleigh, N.C., April 2011 Who We Support tornado relief said Sherry Roach, store manager. “And if you tell the right person, everyone will know Belk, Inc. gives to more than 200 the latest news by end of day. And, the hottest news right now is Belk.” FY12 Belk Corporate Giving organizations, including The Belk $18,384,907 by Focus Area The store is a stark contrast to three years ago when Roach became manager. Foundation, United Way, Susan G. FY12 Total Belk Community Contributions Including She put a store ‘refresh’ plan into action, painting walls, cleaning carpets and motivat- Cedar Bluff, Va. #506 Komen For the Cure®, the Breast Cancer Corporate, Associate and Customer Giving Building Stronger 41% Communities ing her team to win a few company-wide sales and credit contests. “We were able to Division: Northern Research Foundation, American Red $493,742 Belk Associate Giving Cross, Duke University Medical Center 28% Education show associates that we were committed to the store,” she said. “The remodel is a Store Manager: Sherry Roach $11,991,500 Customer Giving and a number of institutions of higher Breast Cancer direct result of what customers said they wanted. My goal was always for customers to Number of Associates: 41 $560,000 Special Events (In-Kind) 21% Awareness and learning. Thousands of additional Research say ‘Wow, we have a Belk store!’” Selling Space: 53,000 sq. ft. $231,450 Vendor Giving 6% nonprofits participate in Belk’s outreach 10% Other initiatives, such as Charity Sales. $5,108,215 Belk Corporate Giving The community, with its rich coal mining and agricultural heritage, has produced a fine crop of young workers who have an instilled work ethic that reflects an under- “We’re grateful for the support standing of commitment, customer service and hard work. “It is impressive to have our communities give us. young people who consider their departments their ‘homes’ and manage them with So we give it right back.” in the community pride,” said Melissa McGlothlin, ASM and former Belk store manager. Sean Mullins, ASM, men’s home and kids, joined Belk three years ago with pre-law our mission our values belk fast facts and history degrees, and found a calling in retail. He says he is pleased by the store’s To satisfy the modern Southern lifestyle Be encouraging of growth and change. Founded in 1888 ability to attract new customers who have quickly become loyal shoppers. “There are 303 Stores like no one else, so that our customers Be proud of our rich heritage. so many new, younger customers who may not have considered Belk in the past, but get the fashion they desire and the value Be involved in our communities. 16 States 23,000 associates have now found that it suits and meets their needs, and they keep coming back.” they deserve. Be relentless with customer care. $3.5 billion FY11 revenues Sherry Roach, store manager Be committed to the success of our The store’s youthful spirit is complemented by the experience and maturity of such associates. 3 Divisions: our vision Northern (Raleigh, N.C.) associates as Connie Richardson, sales consultant in intimate apparel and kids, a Be the best at what we do. 1 The team in Cedar Bluff has nearly Southern (Atlanta, Ga.) For the modern Southern woman to count nine-year veteran whose results prove the case for setting and tracking daily goals, tripled sales in the past five years. on Belk first. For her, for her family, for life. Western (Birmingham, Ala.) clienteling and treating customers with honesty and respect. “With anything I do, 2 Terri Brommer, counter manager, I’m going to do it really well,” said Richardson. “I’ve never been late for work, except Estée Lauder (left); and Michelle Cochran, special thanks to the counter manager, Clinique. once when we had a blizzard.” following contributors Recardo Broadwater, Durrell Brown, Audie Cooper, Lisa Edwards, Heather Ellithorpe, Garth Hull, Todd Huston, Jason Market, Adam Meyer, Lindsey Nevers, Sherry Roach, John Thomas and 2 all the Belk merchandise buyers and executives who provide information for View Magazine. 3 Belk Bowl Scores Big Win On December 27, 2011, Belk celebrated a major marketing and branding milestone with the debut of the Belk Bowl. Over 58,000 avid college football fans filled Bank of America Stadium in Charlotte to cheer on their University of Louisville and North Carolina State University teams for an exciting game that ended in a 31-24 NC State victory.

Pre-game festivities started on Dec. 26 with players of both teams treated to a shopping spree at Belk’s flagship store in SouthPark which included custom Fossil watches with the Belk Bowl logo printed on the face, encased in a silver Belk Bowl tin. Players also received a $400 Belk gift card and shopping pass.

The pre-game Fan Fest featured nationally-known artists – Edwin McCain and Daughtry – as well as vendor booths and marching band playoff — an exciting start to an historic event.

The success of the Belk Bowl was attributed to good planning and Amid all the game excitement, Belk took the opportunity the enthusiastic and dedicated service of its volunteer workforce. to give back. Each guest entering the stadium received Over 100 associates from the Belk corporate office and all three a pink wristband embossed with the Belk logo in con- divisions served as hosts and ambassadors for the event to help junction with the Susan G. Komen slogan, “Impact. Make keep everything running smoothly. One.” Tim Belk, chairman and CEO, presented a $1 million check to Carrie Glascock, director of corporate relations for Susan G. Komen for the Cure. The donation is the second in a series of three that is part of Belk’s commitment to raise $3 million over a three-year period to benefit Komen for the Cure® and support its breast cancer initiatives.

The 2011 Belk Bowl ranked in the top third of all bowl games in ticket sales and hosted the fourth largest crowd in the Charlotte bowl’s history. These achieve- ments, combined with the enthusiastic participation by associates and fans, set the stage for an even more successful event in 2012.

4 5 fashion buzz Belk Introduces

By Arlene Goldstein, Vice President, Trend Merchandising, Men’s Styles Fashion Direction Go Modern

Men’s fashion trend cycles typically move much more slowly than women’s, so it’s notable that the last few seasons have served up significant changes in the cuts of men’s clothing – especially suits. I should mention that these modifications have staying power. Yes, men can afford to spend on a new suit or sport coat knowing that they will still be able to wear these items for many years to come.

The newest cuts have a sense of undeniable masculinity. They are slimmer, yet aren’t overly skinny or boxy. Check out the broad shoulders, with a slim waist and a slimmer trouser. Two-button single breasted suits are dominant, yet double breasted is definitely making a comeback. Three-piece suits are also up-trending. spring 2012 To give you a mental picture of the sleeker cut suit, think of it as inspired men’s most wanted by the continuing popularity of all things 1960s. Think what Mad Men’s Colored Bottoms Don Draper might wear to the office Belk and Lord & Taylor, a northeastern Striped Knit on the popular TV show. In contrast to department store, have joined hands to offer Bright Plaids & Checks more classic fits, the modern shirts are tapered through the chest and waist. the exclusive line of Joseph Abboud Prepster Sport Coat They have slightly slimmer sleeves and modern men’s sportswear, “Black Brown 1826,” Flat Front Short armholes. to Belk customers. This innovative approach will Oxford Shirt Of course, elegant furnishings comple- leverage the strengths of both retailers to allow us Cool Tee ment the slimmer, modern fit suits and to bring a unique product to our customers. jackets. Ties in widths of 3 3/4" to 3 5/8" Novelty Neckwear Best described as an American-International give way to more narrow versions. Straw Fedoras designer, Joseph Abboud is rooted in American The trend is certainly more consistent tradition yet somehow evades the boundaries Preppy Footwear with the sleeker silhouettes in both of time, geography or any singular taste and tailored jackets and the significant shift in dress shirts. I feel gentlemen will sensibility. While his style subtly draws inspiration find the changes refreshing and – most from Hollywood and the Thirties, it serves merely as a drawing board toward the future. important of all – flattering. Ultimately, the ability of Abboud to transcend any one given era is his strongest attribute.

“Black Brown 1826” launched in 61 stores and on Belk.com in February.

6 7 “Find Your Island” Photo Contest

Where is your island? You know, that happy place where you go for rest and relaxation. Belk’s Islander brand is all about creating a state of relaxation and calm. Take a photo of yourself on your “island” and tell us in a few words about your island retreat! You could win a $50 gift card, an Islander wardrobe and have your photo featured in the View Online.

Hint: pose in your favorite Islander outfit and hold a copy of View Magazine to add to the fun!

find your island with Belk Islander Collection

left–right: Belk has launched “Islander,” a new modern, Southern brand Key spring items include: Garth Hull, product manager, private brands, young men’s Contest Rules: My Island: An ocean sunset while watching my kids play on the beach for men inspired by the casual island and coastal lifestyle so • All associates are eligible to participate. Graphic tees prevalent in our markets. Brightly colored garments made from Durrell Brown, human resources project coordinator • Entries should be e-mailed to Fancy shorts My Island: Fresh breeze, verdant trees, and looking out on the blue Caribbean Sea [email protected] by April 30, 2012. of the Cayman Islands a mix of natural and performance fabrics make this line a great • All photos should be high resolution, Linen tops and bottoms jpeg electronic files. affordable value for the casual modern Belk man who desires Todd Huston, vice president, product development, private brands, men’s and children Long sleeve fancy wovens • Photos must be accompanied by a My Island: The sunny mountains and crystal blue seas of Capri comfort on his island. Islander is available in 200 stores and minimum of three sentences describing First delivery color palate: your island. Audie Cooper, senior technical designer Belk.com this month with prices ranging from $17.99–$39.99. cool blues and greens with My Island: Lakeside at sunset • Entries should include name, title, store/ sandy neutrals location, and contact phone number. Second delivery color palate: Recardo Broadwater, product manager, private brands, fashion jewelry and watches • A grand prize winner and two runner-ups Tabacon Hot Springs in Costa Rica relaxing in one of many thermal springs will be chosen from all entrees. warm tones of copper, gold My Island: and purples with neutrals • Winners will be chosen based on photo Jason Market, product manager, private brands, hard home quality, creativity, style, and island flavor. and khaki My Island: Florida gulf coast, sunshine, and a cold beverage 8 9 keeping special events in touch lp awareness with belk KidFest associates Saturday, March 24 Fitting Room Awareness Helps Deter Theft All stores of note news from the field Donald Pliner Personal Appearance DOTHAN, ALA. By Lindsey Nevers, ASM Many shoplifting methods have been discovered over the Saturday, April 7 Myrtle Beach, S.C. #244 The True Meaning of the Holidays years, and some come and go, but fitting room cases are Birmingham, Ala. #604 becoming more prevalent throughout our stores. Here are Jeanne Sigler, counter Girl’s Night Out a few tips from Adam Meyer, Belk’s Remote Monitoring manager at Belk & Co. Thursday, April 12 Center manager, on how you can help deter theft: Fashion Focus Belk Stores Fine Jewelers in How Belk’s Executive Training Program Dothan, Ala. #615, Helped Launch My Career Keep It Clean: A clean fitting room provides convenience to Belk Sustainability/ found the true mean- our customers, but also helps to eliminate the opportunity Eco Swim Beach Clean Up I was recruited for the Executive Training (ET) program Saturday, April 21 ing of the holidays for theft. Merchandise left unattended in fitting rooms can by Belk right out of college in the early spring of 2010. Myrtle Beach, S.C. as a result of one provide shoplifters with an opportunity to conceal items that you didn’t even I graduated from The University of South Carolina with customer experience. know were there. It is also very difficult for loss prevention to account for items a B.S. degree in retailing with an emphasis in fashion that a shoplifter has concealed when there is other merchandise inside the stall, “A few days before merchandising. I had never worked for Belk, but was which may be similar in appearance. Christmas, a man very familiar with the company and its values having was shopping for a grown up in the South. Excited and anxious to start my Check Every Stall: It is imperative that we clean our fitting rooms and stalls pendant for his girlfriend and his eyes fell immediately on a career, I began the program in June and was trained in every 30 minutes. If a customer enters a fitting room while you are clearing a specialty black and white diamond high heel shoe pendant, the Belk store in Savannah, Ga. #239. stall, kindly offer to clean it before they enter or offer another stall that is clean. which he purchased. Always remember to search every stall when performing routine fitting room The program was very hands on and fast paced. In a sweeps. Merchandise can be overlooked when left behind fitting room doors, “He told me that his girlfriend was passionate about high total of nine months I had learned the fundamentals on door handles, coat hooks, shelves and in corners. heeled shoes but that during the summer she had suffered for being successful at Belk, worked in every store in a severe stroke and was now bedridden, with the healing my region, traveled to both the division and corporate Report What You Find: Merchandise isn’t the only thing to look for when clear- process being very slow,” she said. The customer told Sigler, offices, participated in ET projects, managed a depart- ing the fitting room. Hangers, UPC tags, empty boxes or packaging materials, “She may not be able to wear her ordinary shoes for now, or ment of my own and attended the Southern Division defeated EAS sensors and other signs of possible theft, should be removed from even ever again. But as long as she has this necklace, she can store managers meeting in Atlanta, Ga. stalls and brought to the attention of loss prevention and store management Belk.com wear at least one shoe all the time.” immediately. Once I graduated from the program in February of 2011 It may still be cool outside, but summer I was immediately placed in an ASM position in the Service Your Customers: Associates can deter fitting room theft by providing swimsuit selections are already on the Coastal Grand store at Myrtle Beach, S.C. After work- personal service and having a presence in and around the fitting room. Offering floor! Belk.com is a great resource to visit to learn more about swim for the ing as an ASM for a short period of time I was given to bring optional sizes, colors and similarly styled merchandise is an excellent upcoming season. From fit solutions another amazing opportunity. I was offered the position way to let customers know you care. Offering to personally return unwanted to trend advice, explore and have fun of Regional ROCC trainer for the Myrtle Beach region. items back to the selling floor is not only a convenience to the customer but it helps keep the fitting rooms free of unattended merchandise. browsing the Belk Swim Shop for the I learned hands-on about the new project from latest information and products. Jamie Tankersley, Southern Division Project ROCC coordinator. After successfully training associates in the Myrtle Beach region, I rolled the project out to

Andrea Jones, Patina Easter and Cheryl Garris. various other stores in the Southern Division. I enjoy being a ROCC trainer because of the opportunity to FAYETTEVILLE, N.C. meet so many other people in the company. Belk Associates Get “Cheers!” Overall, the Executive Trainee program has been the “Cheers to the ladies working at Belk at Tallywood Shopping best thing for my career with Belk. It has positioned Center in Fayetteville, N.C. — Patina Easter, Cheryl Garris and me to be a desirable candidate for future opportunities Andrea Jones. They are the nicest and kindest of people. with Belk. Every time I go in the store, I hear them calling my name just Congratulations to Belk associates in Mt. Pleasant, S.C. #74 who reached to say hello. I always feel better after seeing them.” $20 million in annual sales for the first time ever. “It was an awesome team effort,” said Lee Kennedy, store manager. 10 11 VIEW MAGAZINE Belk, Inc. PRSRT STD 2801 W. Tyvola Road U.S. POSTAGE PAID Charlotte, N.C. 28217-4500 PERMIT #3328 CHARLOTTE, NC Address Service Requested

Statesboro, Ga.

Cary, N.C.

Corinth, Miss.

Myrtle Beach, S.C.

Monroe, N.C.

New Bern, N.C. Tupelo, Miss. celebration highlights Grand reopening events took place at most of the 11 Belk locations that completed expansion and remodeling projects Photo gallery of the between mid-October and early November 2011 with thousands of shoppers turning out for the festivities. Projects were grand re-opening done in 70 Belk stores, including 11 expansion and remodeling projects in Corinth, Miss.; Cedar Bluff, Va.; Statesboro, Ga.; celebrations will be available on The Hanger Monroe, N.C.; Tupelo, Miss.; Cary, N.C.; Myrtle Beach, S.C.; New Bern, N.C.; Charlotte, N.C.; Dublin, Ga.; and Vicksburg, Miss.

Editor Lynda Stadler View Magazine Viewonline Darrell Williams Send your comments or submissions to [email protected].

Art Director View Magazine is an internal publication produced by Belk’s Corporate Communications Department. Pamela Fernandez It is intended solely for Belk associates and not for external distribution.

View Online is a companion newsletter published on The Hanger and the Associate Portal (http://associate.belk.com).

View Magazine • Belk, Inc. • 2801 W. Tyvola Rd. • Charlotte, N.C. 28217-4500