New Islander brand brings modern look to southern lifestyle. Belk Bowl scores first big win. Remodeled Cedar Bluff, Va. store wows customers.

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1 New Islander brand brings modern look to southern lifestyle Belk Bowl scores first big win Remodeled Cedar Bluff, Va. store wows customers view vol. 61 no. 2 March/April 2012

We focus our giving on three key areas: education, breast cancer research and awareness, and community strengthening. How We Give Our charitable giving takes shape in many ways.

gives to more than 200 organizations, including The Belk Foundation, United Way, Susan G.

Thousands of additional nonprofits participate in Belk s outreach initiatives, such as Charity Sales. $3 million over 3 years to Susan G.

$11,991,500 Customer Giving $560,000 Special Events (In-Kind) $231,450 Vendor Giving $5,108,215 Belk Corporate Giving Photo by Daniel Cima/American Red Cross, Raleigh, N.C., April 2011 FY12 Belk Corporate Giving by Focus Area 41% 28% 21% 6% Building Stronger Communities Education 10% Other $300,000 to Tuscaloosa, Ala.

in the community New Remodel Has Town Buzzing Nestled within the tiny communities of Richlands, Cedar Bluff and Claypool Hills, Va.

And, the hottest news right now is Belk. The store is a stark contrast to three years ago when Roach became manager.

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.

2 what s inside Store Profile: Cedar Bluff, Va. # 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 Total Belk Community Giving Tops $18M in FY2012 Giving Back Community 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 Give Our charitable giving takes shape in many ways. It includes associate, vendor and customer giving, direct donations from Belk, Inc. and special events. Who We Support Belk, 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. $3 million over 3 years to Susan G. Komen for the Cure Over $700,000 for United Way in 2011 $18,384,907 FY12 Total Belk Community Contributions Including Corporate, Associate and Customer Giving $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 Photo by Daniel Cima/American Red Cross, Raleigh, N.C., April 2011 FY12 Belk Corporate Giving by Focus Area 41% 28% 21% 6% Building Stronger Communities Education 10% Other $300,000 to Tuscaloosa, Ala. schools for tornado relief Breast Cancer Awareness and Research We re grateful for the support our communities give us. So we give it right back. in the community New Remodel Has Town Buzzing 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 motivating 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 understanding 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. 1 Claypool Hills Mall cedar bluff, va. Cedar Bluff, Va. #506 Division: Northern Store Manager: Sherry Roach Number of Associates: 41 Selling Space: 53,000 sq. ft. store profile 2 our mission To satisfy the modern Southern lifestyle like no one else, so that our customers get the fashion they desire and the value they deserve. our vision For the modern Southern woman to count on Belk first. For her, for her family, for life. our values Be 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 to the following contributors belk fast facts Founded in Stores 16 States 23,000 associates $3.5 billion FY11 revenues 3 Divisions: Northern (Raleigh, N.C.) Southern (Atlanta, Ga.) Western (Birmingham, Ala.) 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. 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. Sherry Roach, store manager 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. 2 3

Belk Bowl Scores Big Win On December 27, 2011, Belk celebrated a

Bowl. Over 58,000 avid college football fans filled Bank of

Louisville and North Carolina State University teams for an

s flagship store in SouthPark which included custom Fossil watches

The pre-game Fan Fest featured nationally-known artists Edwin

playoff an exciting start to an historic event.

Amid all the game excitement, Belk took the opportunity the

the Belk corporate office and all three a pink wristband embossed

ambassadors for the event to help junction with the Susan G.

Tim Belk, chairman and CEO, presented a $1 million check to Carrie

Belk s commitment to raise $3 million over a three-year period to

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 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 achievements, combined with the enthusiastic participation by associates and fans, set the stage for an even more successful event in

fashion buzz Belk Introduces By Arlene Goldstein, Vice President, Trend Merchandising, Fashion Direction Men s Styles Go Modern spring 2012

Neckwear Straw Fedoras Preppy Footwear Men s fashion trend cycles typically move much more slowly than women s, so it s notable that the last

I should mention that these modifications have staying power.

The newest cuts have a sense of undeniable masculinity. They are slimmer, yet aren t overly skinny or boxy.

Two-button single breasted suits are dominant, yet double breasted is definitely making a comeback. Three-piece suits are also up-trending.

Think what Mad Men s Don Draper might wear to the office on the popular TV show.

Of course, elegant furnishings complement the slimmer, modern fit suits and jackets.

The trend is certainly more consistent with the sleeker silhouettes in both tailored jackets and the significant shift in dress shirts.

Belk and Lord & Taylor, a northeastern department store, have joined hands to offer the exclusive line of Joseph Abboud modern men s

4 fashion buzz Belk Introduces By Arlene Goldstein, Vice President, Trend Merchandising, Fashion Direction Men s Styles Go Modern spring 2012 men s most wanted Colored Bottoms Striped Knit Bright Plaids & Checks Prepster Sport Coat Flat Front Short Oxford Shirt Cool Tee Novelty Neckwear Straw Fedoras Preppy Footwear 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. 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 complement 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 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. 6 7

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

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.

5 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 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 $ Key spring items include: Graphic tees Fancy shorts Linen tops and bottoms Long sleeve fancy wovens First delivery color palate: cool blues and greens with sandy neutrals 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 Contest Rules: All associates are eligible to participate. Entries should be ed to view@belk.com by April 30, 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. 8 Second delivery color palate: warm tones of copper, gold and purples with neutrals and khaki 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

news of note keeping in touch with belk associates DOTHAN, ALA. The True Meaning of the Holidays Jeanne Sigler, counter manager at Belk & Co. Fine Jewelers in Dothan, Ala.

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.

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.

#244 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 had never worked for Belk, but was very familiar with the company and its values having grown up in the South.

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

6 news of note keeping in touch with belk associates DOTHAN, ALA. The True Meaning of the Holidays Jeanne Sigler, counter manager at Belk & Co. Fine Jewelers in Dothan, Ala. #615, found the true meaning 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 field By Lindsey Nevers, ASM Myrtle Beach, S.C. #244 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 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 department 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 working 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 lp awareness Fitting Room Awareness Helps Deter Theft 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 clearing 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. special events KidFest 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. Belk.com 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. 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. FAYETTEVILLE, N.C. Belk Associates Get Cheers! 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. 10 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. 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. 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. 11

VIEW MAGAZINE Belk, Inc. 2801 W. Tyvola Road Ch

rvice Requested PRSRT STD U.S. POSTAGE PAID PERMIT #3328 CHARLOTTE, NC Statesboro, Ga.

completed expansion and remodeling projects between mid-october and early

Projects were done in 70 Belk stores, including 11 expansion and remodeling

; Cary, N.C.; Myrtle Beach, S.C.; New Bern, N.C.; Charlotte, N.C.; Dublin, Ga.

Photo gallery of the grand re-opening celebrations will be available on The

View Magazine is an internal publication produced by Belk s Corporate

7 VIEW MAGAZINE Belk, Inc W. Tyvola Road Charlotte, N.C Address Service Requested PRSRT STD U.S. POSTAGE PAID PERMIT #3328 CHARLOTTE, NC Statesboro, Ga. Cary, N.C. Corinth, Miss. Myrtle Beach, S.C. Monroe, N.C. Tupelo, Miss. celebration highlights New Bern, N.C. 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 Editor Lynda Stadler Darrell Williams Art Director Pamela Fernandez View Magazine Viewonline Send your comments or submissions to 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 ( View Magazine Belk, Inc W. Tyvola Rd. Charlotte, N.C

VIEW. one of a kind. making our store experience MAGAZINE. Belk.com Launches New Microsite

VIEW. one of a kind. making our store experience MAGAZINE. Belk.com Launches New Microsite VIEW MAGAZINE vol. 61 no. 1 January 2012 making our store experience one of a kind Belk.com Launches New Microsite The Belk Foundation Launches New Center for Professional Development my viewpoint our