New “Islander” brand brings modern look to southern...
Transcript of New “Islander” brand brings modern look to southern...
Remodeled Cedar Bluff, Va. store wows customers
Belk Bowl scores first big win
vol. 61 no. 2 March/April 2012
New “Islander” brand brings modern look to southern lifestyle
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belk fast factsFounded in 1888303 Stores16 States23,000 associates$3.5 billion FY11 revenues
3 Divisions:Northern (Raleigh, N.C.)Southern (Atlanta, Ga.)Western (Birmingham, Ala.)
our missionTo satisfy the modern Southern lifestyle like no one else, so that our customers get the fashion they desire and the value they deserve.
our visionFor the modern Southern woman to count
on Belk first. For her, for her family, for life.
our valuesBe encouraging of growth and change.
Be proud of our rich heritage.
Be involved in our communities.
Be relentless with customer care.
Be committed to the success of our associates.
Be the best at what we do.
special thanks contributors
to the
following
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Nestled within the tiny communities of Richlands, Cedar Bluff and Claypool Hills, Va. –
total population 5,000 – is Belk store #506, with a spark of youthful fire that has set the
town abuzz. With a newly remodeled featuring sparkling, modern fixtures, a gleaming
floor tile and new brand selections, customers are shouting their praise for the new
and awesome shopping experience. “This town is so small that we are all neighbors,”
said Sherry Roach, store manager. “And if you tell the right person, everyone will know
the latest news by end of day. And, the hottest news right now is Belk.”
The store is a stark contrast to three years ago when Roach became manager.
She put a store ‘refresh’ plan into action, painting walls, cleaning carpets and motivat-
ing her team to win a few company-wide sales and credit contests. “We were able to
show associates that we were committed to the store,” she said. “The remodel is a
direct result of what customers said they wanted. My goal was always for customers to
say ‘Wow, we have a Belk store!’”
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-
standing of commitment, customer service and hard work. “It is impressive to have
young people who consider their departments their ‘homes’ and manage them with
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
and history degrees, and found a calling in retail. He says he is pleased by the store’s
ability to attract new customers who have quickly become loyal shoppers. “There are
so many new, younger customers who may not have considered Belk in the past, but
have now found that it suits and meets their needs, and they keep coming back.”
The store’s youthful spirit is complemented by the experience and maturity of such
associates as Connie Richardson, sales consultant in intimate apparel and kids, a
nine-year veteran whose results prove the case for setting and tracking daily goals,
clienteling and treating customers with honesty and respect. “With anything I do,
I’m going to do it really well,” said Richardson. “I’ve never been late for work, except
once when we had a blizzard.”
New Remodel Has Town Buzzing
Cedar Bluff, Va. #506Division: Northern
Store Manager: Sherry Roach
Number of Associates: 41
Selling Space: 53,000 sq. ft.
cedar bluff, va.Claypool Hills Mall
stor
e pr
ofile
1 The team in Cedar Bluff has nearly tripled sales in the past five years.
2 Terri Brommer, counter manager, Estée Lauder (left); and Michelle Cochran, counter manager, Clinique.
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Sherry Roach, store manager
what’s insideStore Profile: Cedar Bluff, Va. #506. ..........................3
Belk Bowl Highlights ................................................................4
Fashion Buzz ....................................................................................6
Belk Introduces Black Brown ......................................7
Islander Brand Debuts..........................................................8
News of Note .................................................................................10
LP Awareness .................................................................................11
Grand Reopening Highlights ......................................12
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 all the Belk merchandise buyers and executives who provide information for View Magazine.
“We’re grateful for the support our communities give us.
So we give it right back.” in the community
Giving BackCommunity involvement and charity have been an essential part of Belk since day one. We focus our giving on three key areas: education, breast cancer research and awareness, and community strengthening.
How We GiveOur charitable giving takes shape in many ways. It includes associate, vendor and customer giving, direct donations from Belk, Inc. and special events.
Who We SupportBelk, Inc. gives to more than 200 organizations, including The Belk Foundation, United Way, Susan G. Komen For the Cure®, the Breast Cancer Research Foundation, American Red Cross, Duke University Medical Center and a number of institutions of higher learning. Thousands of additional nonprofits participate in Belk’s outreach initiatives, such as Charity Sales.
6%
28%
41% Building Stronger Communities
21% Breast Cancer Awareness and Research
FY12 Belk CorporAte GivinG By FOCUS AReA
Education
Other10%
Fy12 Total Belk Community Contributions Including Corporate, Associate and Customer Giving
$18,384,907 $493,742 Belk Associate Giving
$11,991,500 Customer Giving
$560,000 Special Events (In-Kind)
$231,450 Vendor Giving
$5,108,215 Belk Corporate Giving
$3 million over 3 years to
Susan G. Komen® for the Cure
Over $700,000 for United Way
in 2011
$300,000 to Tuscaloosa, Ala.
schools for tornado relief
Photo by Daniel Cima/American Red Cross, Raleigh, N.C., April 2011
Total Belk Community Giving Tops $18M in Fy2012
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The success of the Belk Bowl was attributed to good planning and
the enthusiastic and dedicated service of its volunteer workforce.
Over 100 associates from the Belk corporate office and all three
divisions served as hosts and ambassadors for the event to help
keep everything running smoothly.
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.
Amid all the game excitement, Belk took the opportunity
to give back. Each guest entering the stadium received
a pink wristband embossed with the Belk logo in con-
junction with the Susan G. Komen slogan, “Impact. Make
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.
Belk Bowl Scores Big Win
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fashion buzzBy Arlene Goldstein, Vice President, Trend Merchandising, Fashion Direction
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Colored Bottoms
Striped Knit
Bright Plaids & Checks
Prepster Sport Coat
Flat Front Short
Oxford Shirt
Cool Tee
Novelty Neckwear
Straw Fedoras
Preppy Footwear
spring 2012men’s most wanted
Belk and Lord & Taylor, a northeastern
department store, have joined hands to offer
the exclusive line of Joseph Abboud
modern men’s sportswear, “Black Brown 1826,”
to Belk customers. This innovative approach will
leverage the strengths of both retailers to allow us
to bring a unique product to our customers.
Best described as an American-International
designer, Joseph Abboud is rooted in American
tradition yet somehow evades the boundaries
of time, geography or any singular taste and
sensibility. While his style subtly draws inspiration
from Hollywood and the Thirties, it serves merely as a drawing board toward the future.
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.
Men’s Styles Go ModernMen’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.
To give you a mental picture of the
sleeker cut suit, think of it as inspired
by the continuing popularity of all
things 1960s. Think what Mad Men’s
Don Draper might wear to the office
on the popular TV show. In contrast to
more classic fits, the modern shirts are
tapered through the chest and waist.
They have slightly slimmer sleeves and
armholes.
Of course, elegant furnishings comple-
ment the slimmer, modern fit suits and
jackets. Ties in widths of 3 3/4" to 3 5/8"
give way to more narrow versions.
The trend is certainly more consistent
with the sleeker silhouettes in both
tailored jackets and the significant shift
in dress shirts. I feel gentlemen will
find the changes refreshing and – most
important of all – flattering.
Belk Introduces
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Belk has launched “Islander,” a new modern, Southern brand
for men inspired by the casual island and coastal lifestyle so
prevalent in our markets. Brightly colored garments made from
a mix of natural and performance fabrics make this line a great
affordable value for the casual modern Belk man who desires
comfort on his island. Islander is available in 200 stores and
Belk.com this month with prices ranging from $17.99–$39.99.
find your island with
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!
Belk Islander Collection
Graphic tees
Fancy shorts
Linen tops and bottoms
Long sleeve fancy wovens
First delivery color palate: cool blues and greens with sandy neutrals
Second delivery color palate: warm tones of copper, gold and purples with neutrals and khaki
Key spring items include: CoNTeST RuleS:
• All associates are eligible to participate.
• Entries should be e-mailed to [email protected] by April 30, 2012.
• All photos should be high resolution, jpeg electronic files.
• Photos must be accompanied by a minimum of three sentences describing your island.
• Entries should include name, title, store/ location, and contact phone number.
• A grand prize winner and two runner-ups will be chosen from all entrees.
• Winners will be chosen based on photo quality, creativity, style, and island flavor.
“Find Your Island” Photo Contest
LeFT–RIGHT:
Garth Hull, product manager, private brands, young men’s My Island: An ocean sunset while watching my kids play on the beach
Durrell Brown, human resources project coordinator My Island: Fresh breeze, verdant trees, and looking out on the blue Caribbean Sea of the Cayman Islands
Todd Huston, vice president, product development, private brands, men’s and children My Island: The sunny mountains and crystal blue seas of Capri
Audie Cooper, senior technical designer My Island: Lakeside at sunset
Recardo Broadwater, product manager, private brands, fashion jewelry and watches My Island: Tabacon Hot Springs in Costa Rica relaxing in one of many thermal springs
Jason Market, product manager, private brands, hard home My Island: Florida gulf coast, sunshine, and a cold beverage
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KeePING IN TouCH with belk associates
Belk.com
special eventsKidFest Saturday, March 24 All stores
Donald Pliner Personal Appearance Saturday, April 7 Birmingham, Ala. #604
Girl’s Night out Thursday, April 12 Fashion Focus Belk Stores
Belk Sustainability/ eco Swim Beach Clean up Saturday, April 21 Myrtle Beach, S.C.
It may still be cool outside, but summer
swimsuit selections are already on the
floor! Belk.com is a great resource to
visit to learn more about swim for the
upcoming season. From fit solutions
to trend advice, explore and have fun
browsing the Belk Swim Shop for the
latest information and products.
Many shoplifting methods have been discovered over the
years, and some come and go, but fitting room cases are
becoming more prevalent throughout our stores. Here are
a few tips from Adam Meyer, Belk’s Remote Monitoring
Center manager, on how you can help deter theft:
Keep It Clean: A clean fitting room provides convenience to
our customers, but also helps to eliminate the opportunity
for theft. Merchandise left unattended in fitting rooms can
provide shoplifters with an opportunity to conceal items that you didn’t even
know were there. It is also very difficult for loss prevention to account for items
that a shoplifter has concealed when there is other merchandise inside the stall,
which may be similar in appearance.
Check every Stall: It is imperative that we clean our fitting rooms and stalls
every 30 minutes. If a customer enters a fitting room while you are clearing a
stall, kindly offer to clean it before they enter or offer another stall that is clean.
Always remember to search every stall when performing routine fitting room
sweeps. Merchandise can be overlooked when left behind fitting room doors,
on door handles, coat hooks, shelves and in corners.
Report What You Find: Merchandise isn’t the only thing to look for when clear-
ing the fitting room. Hangers, UPC tags, empty boxes or packaging materials,
defeated EAS sensors and other signs of possible theft, should be removed from
stalls and brought to the attention of loss prevention and store management
immediately.
Service Your Customers: Associates can deter fitting room theft by providing
personal service and having a presence in and around the fitting room. Offering
to bring optional sizes, colors and similarly styled merchandise is an excellent
way to let customers know you care. Offering to personally return unwanted
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.
Fitting Room Awareness Helps Deter Theft
lp awareness
new
s of
not
e
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How Belk’s executive Training Program Helped launch My Career
I was recruited for the Executive Training (ET) program
by Belk right out of college in the early spring of 2010.
I graduated from The University of South Carolina with
a B.S. degree in retailing with an emphasis in fashion
merchandising. I had never worked for Belk, but was
very familiar with the company and its values having
grown up in the South. Excited and anxious to start my
career, I began the program in June and was trained in
the Belk store in Savannah, Ga. #239.
The program was very hands on and fast paced. In a
total of nine months I had learned the fundamentals
for being successful at Belk, worked in every store in
my region, traveled to both the division and corporate
offices, participated in ET projects, managed a depart-
ment of my own and attended the Southern Division
store managers meeting in Atlanta, Ga.
Once I graduated from the program in February of 2011
I was immediately placed in an ASM position in the
Coastal Grand store at Myrtle Beach, S.C. After work-
ing as an ASM for a short period of time I was given
another amazing opportunity. I was offered the position
of Regional ROCC trainer for the Myrtle Beach region.
I learned hands-on about the new project from
Jamie Tankersley, Southern Division Project ROCC
coordinator. After successfully training associates in
the Myrtle Beach region, I rolled the project out to
various other stores in the Southern Division. I enjoy
being a ROCC trainer because of the opportunity to
meet so many other people in the company.
Overall, the Executive Trainee program has been the
best thing for my career with Belk. It has positioned
me to be a desirable candidate for future opportunities
with Belk.
DOTHAN, ALA.
The True Meaning of the Holidays
Jeanne Sigler, counter
manager at Belk & Co.
Fine Jewelers in
Dothan, Ala. #615,
found the true mean-
ing of the holidays
as a result of one
customer experience.
“A few days before
Christmas, a man
was shopping for a
pendant for his girlfriend and his eyes fell immediately on a
specialty black and white diamond high heel shoe pendant,
which he purchased.
“He told me that his girlfriend was passionate about high
heeled shoes but that during the summer she had suffered
a severe stroke and was now bedridden, with the healing
process being very slow,” she said. The customer told Sigler,
“She may not be able to wear her ordinary shoes for now, or
even ever again. But as long as she has this necklace, she can
wear at least one shoe all the time.”
from the fieldBy Lindsey Nevers, ASM Myrtle Beach, S.C. #244
Congratulations to Belk associates in Mt. Pleasant, S.C. #74 who reached $20 million in annual sales for the first time ever. “It was an awesome team effort,” said Lee Kennedy, store manager.
FAYETTEVILLE, N.C.
Belk Associates Get “Cheers!”
“Cheers to the ladies working at Belk at Tallywood Shopping
Center in Fayetteville, N.C. — Patina Easter, Cheryl Garris and
Andrea Jones. They are the nicest and kindest of people.
Every time I go in the store, I hear them calling my name just
to say hello. I always feel better after seeing them.”
Andrea Jones, Patina Easter and Cheryl Garris.
View Magazine Viewonline
View Magazine is an internal publication produced by Belk’s Corporate Communications Department. 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
Send your comments or submissions to [email protected].
Editorlynda Stadler
Darrell Williams
Art DirectorPamela Fernandez
VIeW MAGAZINeBelk, Inc.2801 W. Tyvola RoadCharlotte, N.C. 28217-4500
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Grand reopening events took place at most of the 11 Belk locations that completed expansion and remodeling projects
between mid-October and early November 2011 with thousands of shoppers turning out for the festivities. Projects were
done in 70 Belk stores, including 11 expansion and remodeling projects in Corinth, Miss.; Cedar Bluff, Va.; Statesboro, Ga.;
Monroe, N.C.; Tupelo, Miss.; Cary, N.C.; Myrtle Beach, S.C.; New Bern, N.C.; Charlotte, N.C.; Dublin, Ga.; and Vicksburg, Miss.
Photo gallery of the grand re-opening celebrations will be available on The Hanger
Statesboro, Ga.
Cary, N.C.
Corinth, Miss.
Myrtle Beach, S.C.
Monroe, N.C.
New Bern, N.C.
celebration highlightsTupelo, Miss.