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

2 3

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.

21

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

54

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

6

fashion buzzBy Arlene Goldstein, Vice President, Trend Merchandising, Fashion Direction

7

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

8

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 view@belk.com 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

9

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

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1110

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 view@belk.com.

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.