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Islander” Brand Brings Modern Look to Southern Lifestyle

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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 commit- ment 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 slim- mer, 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.
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