MAGAZINE

vol. 60 no. 5 October/November 2011VIEW2011

Holiday Gift Guide

Award of ExcellenceSetting the Standard for

Community Giving

Breast Cancer Awareness Spread the Word, Hope for a Cure

table of contentsStore Profile: Waxahachie, Texas ................................3

Award of Excellence ................................................................4

Fashion Buzz: Holiday Hit List .......................................6

Merchandisers’ Picks for Men......................................7

Merchandisers’ Picks for the Home ......................8

News of Note .................................................................................10

LP Awareness .................................................................................11

Holiday: A Classic Beauty ................................................12

belk fast factsFounded in 1888303 Stores16 States24,000 associates$3.5 billion FY11 revenues

3 Divisions:Northern (Raleigh, N.C.)Southern (Atlanta, Ga.)Western (Birmingham, Ala.)

special thanks

Tim Bogert, Lisa Edwards, Sydney English, Arlene Goldstein, Jessica Graham, Gigi Luedeman, Erick Guenther, Jason Market, Becky Pinion, Tiffany Silver, Dianna Dix Vanegas, Bob Vranek, Darrell Williams and all the Belk merchandise buyers and executives who provide information for View Magazine.

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.

When planned well, holiday shopping is one of the things

I enjoy most during the year. I love all the decorations and

holiday trim around the stores. My trips to Belk turn into

great adventures in finding the perfect gifts for my friends

and loved ones. This, of course, eliminates any guilt around

spending money because I know I am spreading joy to

those I love most. Usually, I find several things for myself

and add them to my own Christmas list.

For most of you, my fellow associates in the stores, I know it’s the busiest

working season of the year. It’s a tough time, but show your holiday spirit

and have fun! Become part of your customers’ shopping adventures.

Ask questions, share your own stories, make customers feel good about

the purchases (and savings!) they make with you.

Being relentless in customer service will help ensure customers have a great

experience and leave Belk feeling happy and satisfied. You also have a great

opportunity to make new friends and customers since there are many more

people shopping during this time and some will be totally new to the Belk

experience.

In this issue, we’ve given you the annual “Merchandisers’ Picks Holiday

Guide” to give you many great gift ideas that you can share with your cus-

tomers. From shoes and men’s fashions to home decor, kitchen must-haves,

cosmetics, fragrances and more! Keep safe during the holidays and enjoy

your season.

Peace and joy –

my viewpoint

contributorsto the

following

2New to Belk this season, women’s

Columbia Benton Fleece jackets

($34.99) and vests ($29.99).

editor’s product pickColumbia Fleece

I recently met a delightful retired

couple who spent many years in a

hiking club, traveling the world

enjoying exciting hiking adventures

with their friends. This is the life I

want to lead! For now, I wear my

Columbia sportswear and take

short local hikes with my kids.

We have just as much fun and

sometimes when we close our

eyes and imagine…we are in the

Swiss Alps!

3

When Eddie Carty sat down to discuss his Belk store’s success in

Waxahachie, Texas, he brought his entire management team to back him up.

“I don’t do this alone,” he states. “We work as a team in the store and I want

them involved in everything we do, including this interview.” This is pure

testament to Carty’s approach with all his associates. No doubt, it’s a team

environment and he’s the lead cheerleader.

Standing ProudIn a community of proud Texans, Belk associates are held to a high standard

of service and show a special pride in their work. “They are the voice of our

store in the community because we are still building an awareness of our

company in this area,” said Carty. Associates live out customer service

values by treating customers as friends and family, he added. When an

associate places a call to a customer to let her know about a sale or event,

they also take time to ask how she is doing in life. “That makes us very

unique, and people tell us that all the time,” he said.

What’s in it For Me?Keeping associates informed, pumped up at morning and evening rallies and

providing recognition are some of the ways that Carty and his team motivate

associates to excel. “It’s important to explain the ‘why’ of what we’re doing or

asking of them so our associates are fully informed of the logic and reason-

ing behind an idea and can easily get on board with it,” he said. “It’s the only

way to make a true connection between an associate and a goal.”

Pencil In Some FunAnd, having fun from time to time also doesn’t hurt in keeping morale on the

high. “We are always doing something entertaining around here, whether

it’s a potluck dinner, a birthday celebration, coffee with the boss, or an RCC

award presentation. We really challenge our associates and we want them to

know we are invested in them.”

Belk Serves Up Big Time in Proud State of Texas

Waxahachie, Texas #341Division: Western

Store Manager: Eddie Carty

Number of Associates: 40

Selling Space: 60,596 sq. ft.

Successes: Shoe business up 46.3% YTD;

RCC score 82%; Better sportswear up 18.5% YTD

waxahachie, texas

Waxahachie Towne Center

1 Robyn Spurgeon, Jon Phares, Cathy Rachesky and Donna Light have won the Shoe Award for three consecutive months.

2 Debbie McCary and Donna Light.

3 Karen Rhodes, Juan Aguilar and Angela Faseler.

1

2

3

stor

e pr

ofile

4

Elizabeth DavisMen’s Department, Gainesville, Ga. #87

A widow since 1983, Elizabeth Davis supported her family with work in retail grocery and real estate before joining our team at Belk. As her children grew, she made time to put her faith into action. For example, when a family member succumbed to drug ad-diction, Elizabeth was “hands-on,” participating in rehab sessions and “tough love” counseling. She continues to welcome other

struggling addicts into her home, providing critical support in their early stages of recovery.

She also works with her church and local law enforcement to establish a jail ministry to help recently released inmates have a chance at a better life. Last year, Elizabeth had a life-changing experience when she traveled to an orphanage in Haiti where she organized food, clothing, and medical supplies for some of the poorest and most despeate people in the world. She rejoiced among their smiling faces and vowed to return to Haiti and continue this vital work.

Leneria EdwardsHuman Resources, Athens, Ga. #54

Leneria Edwards discovered a calling when she came across police and medics tending to one of the many homeless who seek shelter under a local bridge during the winter months.

Concerned for their safety, Leneria called a meeting of the hospitality ministry at church and told them of her vision to help the homeless. With a carload of warm clothing

and blankets, Leneria looked for a sign to guide her next step. She found it at the police department, which directed her to a new homeless shelter going up beside the snowy bridge – the source of her initial inspiration. When Leneria dropped off her items she stayed long enough to watch the people make their selections and it was “like children on a Christmas morning,” she said. Her passion for this overlooked population continues to inspire donation drives for the shelter among friends and co-workers.

32nd

Community involvement and charitable giving is a hallmark of our company. And it’s reflected in the values and compassion of our associates every day. Each year, over one hundred associates are nominated for the Award of Excellence, the company’s highest honor given for community achievement. Only six win the award.

We are happy to introduce to you the 2011 Award of Excellence winners:

Setting the Standard for

Community Giving

5

John HurleySales and Training Coordinator Lancôme CosmeticsWestern Division

John Hurley has seen up-close the toll that the AIDS virus has taken on friends and the community. As a board member of Birmingham AIDS Outreach (BAO) John lives the mission of providing emotional support and education to those affected by HIV/AIDS, and by assisting with daily needs such as clothing, food, nutritional supple-ments and transportation. This year, John co-chaired BAO’s 20th anni-

versary fundraiser which raised more than $60,000 through an art auction.

John also joined the effort this year to assist those affected by the deadly tornado in Tuscaloosa, Ala. When designer Alfred Dunner donated 24,000 pieces of clothing, a distribu-tion site was set up where survivors who’d lost everything could select new garments. Beyond the fitting rooms, John organized a Lancôme station where he distributed bags of

creams and cosmetics to match the new apparel.

Cassey JacksonHousekeeping Supervisor, Natchez, Miss. #677

Cassey Jackson inspires all with her fighting spirit, resilience, and self-lessness. A “take charge” mom of two, she and her husband fought to take in a niece and nephew whose mother was addicted to drugs. While in their care, Cassey’s nephew complained of leg pain. Despite modest means, Cassey persevered to have her nephew examined by an orthopedist, and eventually at St. Jude’s, where he was diagnosed

and successfully treated for bone cancer.

In this same period, her niece became pregnant and left school. Cassey attended doctor’s visits and assisted with the delivery of the baby. She has since helped her niece graduate high school and obtain a full scholarship to college. When Cassey and her husband subsequently opened their small home to additional family members in critical need of shelter. In the midst of these trials, Cassey also found time to organize multiple fundraisers for her

pastor, collecting $32,000 for his cancer treatment and care.

Sherrel KingManager of Fine Jewelry, Jacksonville, Fla. #142

Sherrel King knows how it feels to watch a happy home slip away. By age 16, Sherrel had lost both of his parents and was on his own. He car-ried with him a deep empathy for those who bear life’s scars, and a determination to change the world by helping one person at a time.

He found his calling as a volunteer at a nearby children’s home, where he works with what he calls

America’s “throwaway children.” They come to the 160-acre farm from homes filled with mental, physical and sexual abuse. As he tends the earth with the boys, Sherrel delivers on the camp’s promise of hard work, discipline and uncondi-tional love. Sherrel devotes his two days off each week and his full three weeks of vacation to making a comfortable and healthy home for these children, many of whom have never experienced a safe place to live.

Sherrel and his wife paid to remodel the boys’ dormitory with fresh tile, paint, furnishings and a new stove and bought a tractor so the children could enjoy fresh vegetables in their diet.

Allysa McKenzieCosmetic Beauty Advisor, Shallotte, N.C. #263

When Allysa McKenzie steps up as a volunteer, she stands toe to toe against the brutal exploitation of women in the ugly world of human trafficking and enslavement.

Upon first learning of human beings sold into forced labor, including the commercial sex trade, Allysa’s thoughts turned to the world that her own children would inherit. Witnessing her passion for

these victims, Allysa’s church sponsored her for training in how to battle human trafficking and minister to its survivors. She learned to identify captives, report suspicious activity, and advocate for the thousands of children and adults who fall into the hands of traffickers each year.

Now accredited as a Certified Christian Counselor, Allysa has partnered with law enforcement agencies and organized multiple seminars to raise awareness on the issue. She formed a non-profit, Stand Against Trafficking, and is the founder and Director of the Life Skilled Facility, a 27-acre safe haven currently under development for women who’ve been brutalized.

6

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

holiday hit listTis’ the season to dazzle and delight. Check out these amazing gifts for all the gals you know – including super-stylish you!

New Shape Dress

Fashion Watch Sweater Dress

Short Wool Coat

Latest Denim Designer Handbag

Something Fur

Boots, boots, boots

Soft Wrap Robe

A Classic Fragrance

7

2011 Holiday Gift GuideMerchandisers’ Picks for Men

ColumbiaFleece jackets

$29.99–$99

Red CamelFaux leather moto style jackets $84 Fleece hoodies in solids and stripes $58

SweatersFine gauge pattern sweaters $29.99

Moderate topsReversible 1/4 zip knit tops $34.99

Polo French Rib Half Zip Knit Sweater $95

ChapsLong Sleeve Wovens $28.99

Team Sport Collegiate outerwear, fleece, t-shirt multi-packs $38–$75

Premium OuterwearWool, canvas, faux leather and nylon jackets by Buffalo David Bitton $169

8

Gift GuideMerchandisers’ Picks for the Home

Cook’s Tools Cooking In ColorAdd a touch of color to your kitchen with Cook’s Tools

Ceramic Bakeware and Cast Iron Casseroles suitable

for everyday use and ready for instant entertainment.

Ceramic Bakeware

Ceramic Bakeware Collection includes: pie plate,

set of 2 rectangle and square bakers, set of 2 round

bakers, set of 4 ramekins. Oven safe up to 500 degrees

Fahrenheit. $14.99–$27.99

Enamel Cast Iron Casseroles

(3.5 QT, 5.5Qt, 7 QT) $39.99–$79.99

2011 Holiday Belkie Bear$14.99

Holiday TabletopNew! Home Accents Holiday Glassware Collection $5.99–$29.99

New! Country Heritage Collection $8–$35 (Décor), $4–$14 (Ornaments)

Biltmore Game Birds Collection $19.99–$29.99

Christmas Tree Beverage Dispenser $29.99

Cook’s Tools Stainless Steel Kitchen Prep CollectionPerfectly modern and affordable

additions to any kitchen. Only $14.99

9-Piece Mix and Measure Set

Set includes bowl (6 cups),

4 pc. measuring cups (1/4, 1/3, 1/2 and

1 cup), and measuring spoons (1/4, 1/2,

and 1 teaspoon, 1 tablespoon).

7-Piece Tub of Tools

Set includes solid spoon, slotted

spoon, ladle, whisk, slotted spatula,

cheese grater and utensil holder.

Home Accents Holiday Glassware

Spode

9

New Gift to Go!

Spode “Christmas Tree” appetizer plate with knife. $19.99

Fitz and Floyd cookie platters and sentiment trays great for gift giving or

to display your favorite hoilday baked goods. New this year, “Be Merry”

sentiment tray and “Merry Christmas Y’all” cookie platter. $9.99–$19.99

Laurie Gates

Lenox

Holiday Collections

New! Home Accents “Gingerbread Collection” set of

four, dinner plate, salad plate, bowl, and mug with

11 accessories including a figural 12"x14" Gingerbread

man platter. $3.99–$49.99

Home Accents by Laurie Gates “Reindeer Games” set

of four, dinner plate, salad plate, bowl, and mug with

accompanying accessories. $14.99–$34.99

New! Lenox “Winter Meadow” Collection. $9.99–$69.99

Waterford Snowflake Wishes Annual Collection. First

of a 10-year series of distinctive holiday ornaments,

champagne flutes, barware and giftware, each bearing

a unique snowflake design. $75–85

Home Accents Country Heritage Collection

KEEPING IN TOuCH with belk associates

new

s of

not

e

10

Breast Cancer Awareness – Spread the Word, Hope for a Cure

Belk has spent the last two years raising money for Susan G. Komen for

the Cure and sharing facts about breast cancer and cancer prevention with

everyone we know. We believe that knowledge is a powerful key to beating this

disease. Throughout the month of October, associates and customers have

embraced the Pink Is Our Passion campaign and given hope to thousands of

women and the people who love them. Each Wall of Hope is already filled with

hundreds of well wishes and prayers for those affected by breast cancer.

Pink Shops are thriving. Vendors share our mission. Because of your help,

we are that much closer to our goal.

Associates wait in line for the Very Important Pink Party (V.I.P.P.), one of the many fundrais-ing events at Belk in Johnson City, Tenn. #688. The store has raised nearly $1,000 for Susan G. Komen for the Cure.

Hungry customers donated nearly $1,500 at Belk’s hot dog and beverage sale during Mother’s and Father’s Day weekends in Goldsboro, N.C. #83.

Associates in the Intimates department in Carrollton, Ga. #44 started their own “Board of Hope” to raise money for Susan G. Komen for the Cure. Customers donated $2 to honor a survivor or loved one and place a small pink ribbon on the board.

What are the FACTS about breast cancer? Even if no one in your family has had breast cancer, you are still at risk.Most women who get breast cancer have no family history of the disease.

No one is too young or too old to get breast cancer. Older women do have a higher chance of getting breast cancer, but young women can get it too. All women are at risk.

Mammograms are not just used to check breast lumps.A mammogram is the best way to find breast cancer early, even when a lump is too small to feel.

Mammograms DO NOT cause breast cancer.Some people worry that the radiation used in mammograms could cause problems. But the amount of radiation used is very small.

Bruises or injuries to the breast DO NOT cause breast cancer. Some women worry about this. But there is no link between injury to the breast and the chances you’ll get breast cancer.

Breast cancer DOES NOT spread during surgery. Some people also worry about this, but there has been no case where breast cancer has spread during breast surgery.

Herbs cannot cure breast cancer. There are no herbs that have been proven to cure cancer.

Getting breast cancer does not mean death. When found early, there is almost 100 percent chance of surviving breast cancer. That’s why getting screened is so important.

Belk.com

special eventsFriends and FamilyFriday–Monday, Oct. 21–24 All Stores

Personal Appearance: Taylor Swift Friday, Oct. 28 Franklin, Tenn. #629

Fall Charity SaleSaturday, Nov. 5 All stores

Personal Appearance: Jessica and Ashlee Simpson Saturday, Nov. 5 Raleigh, N.C. #458

Associate Extra Discount DaysExtra 20% discount (excludes Home) Saturday, Nov. 12–Tuesday, Nov. 15

Elite NightWednesday, Nov. 30 All stores

Don’t have the item your customer

wants in your store? No problem.

Utilize item locator to find the

nearest store that has the item

and have it shipped directly to

the customer’s home. You get

credit for the sale, satisfying your

customers and making a holly,

jolly Christmas for all!

Great gifts available every day

at Belk.com. Last day to place

an order and have it delivered

in time for Christmas with no

additional fees is Sunday, Dec. 18.

Many Belk stores that do not

have a full time loss prevention

associate rely on their division

loss prevention managers to

train and guide them on safe

loss prevention techniques.

At Belk in Lenoir, N.C. #319, this

training paid off recently when a

group of sharp associates stood

up and helped track a suspect

who made off with over $800 in

jewelry.

Late this summer, sales associates Margaret McCall and Gladys

Salmeron were assisting customers at the jewelry counter. One customer

was particularly interested in the Silver Works Originality bracelets and

selected several bracelets, a necklace and a ring. After turning for a moment

to assist another customer, Salmeron realized that the customer and all the

jewelry were missing.

They immediately notified their manager, Karen Gray, who helped them

search the store for the customer. Moments later sales associate Emily

Durmire saw the customer go into the ladies fitting room. “Within minutes

the customer came out empty handed,” recalled Durmire. “While the

customer hurriedly left the store without making a purchase, we checked the

fitting rooms and found multiple Silver Works jewelry cards discarded on the

floor.” A description of the suspect and her car was obtained by associates

and Gray immediately notified the local police department and reported the

theft.

Thanks to the detailed description that Gray and sales associate,

Tina Triplett provided the police, officers were immediately able to locate

the suspect at the Gold & Silver Exchange store down the road from Belk,

and witnessed her attempting to sell several pieces of silver jewelry.

The merchandise was confiscated and returned to the Belk store for

identification. The customer was taken into police custody and arrested.

The total recovery included 13 Silver Works bracelets, a necklace and one

ring valued at $866.49.

Teamwork and Training Help Associates Track Down – and Take Down – Jewelry Thief

lp awareness

11

From left, Gladys Salmeron, Karen Gray, Margaret McCall, Tina Triplett and Emily Durmire.

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 or contact Lynda Stadler at (704) 426-8451.

EditorLynda Stadler

Art DirectorPamela Fernandez

VIEW MAGAZINEBelk, Inc.2801 W. Tyvola RoadCharlotte, N.C. 28217-4500

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Holiday A Classic Beauty

Season’s Worth of PrettyClinique’s purchase-with-purchase gift is an

all-inclusive kit featuring five Coulour Surge

Eye Shadow shades, two Blushing Blush

and one Fresh Bloom Allover Colour, and

five Butter Shine lipsticks. Comes complete

with eye shadow applicators, blush and lip

brushes, a mirror and illustrated instructions.

Only $32.50 with any Clinique purchase.

Holiday Fragrance Beauty BoxFree with any $55.00 Estée Lauder

purchase. Includes Pleasures 4ml EDP

spray, Beautiful 4.7ml EDP spray, Sensuous

Nude 4ml EDP spray.

Beauty Sensation by LancômeFeaturing 13 full size beauty essentials,

this gift is only $57.50 with any Lancôme

purchase; a $300 value. Choose your look!

Pretty plums or beautiful bronzes.