1. pachet byrant, aimee morita, diana zhang
Belk Project
pachet byrant, aimee morita, diana zhang

2. Belk Retail Profile History
Founded on May 29, 1888, through William Henry Belk
First opened as bargain store in rural Monroe, NC
Targeted farming families
Partnership with brother John Belk, and later with mechanic Colin Lindsey
Mission Statement & Future Plans
“to satisfy the modern Southern lifestyle like no one else, so that our customers get the fashion they desire and the value they deserve” --Belk website
Concentration on e-commerce site to appeal to tech-savvy generation

3. Belk Retail Profile Performance & Growth
Increase in private brands by 30%
Corporate expansions and new contracts or agreements
Opening of stores in Louisiana, Alabama, and Georgia
Re-branding of company logo and tagline in 2011
Recent News
Sharp increase in e-commerce
125th anniversary celebration in 2013
Charitable work and donation to nonprofit organizations
“125 Days of Service” to serve local low-income elementary schools
Sudden possibility for company sale

4. Belk’s Junior Department
Major Product Category
Activewear
Dresses
Jeans & Jeggings
Pants & Leggings
Shorts & Crops
Tops & Tees
Private Labels
Madison, ND-New Directions, Choices, Kim Rogers, J. Khaki, Pro Tour, Saddlebred, Red Camel, Nursery Rhyme, Belk Silverworks, Be Inspired

5. Pricing for Belk’s Junior Department
Goal is to keep their pricing as accurate as possible
Everyday Low Pricing Strategy
Markdown items, offer coupons by on-line and via text
Belk’s Rewards Card
gives back a $10 certificate for every 400 points
Belk Premier or Belk Elite
spend $600 in a fiscal calendar year for Premier rank
spend $1000 in a fiscal calendar year for Elite rank
receive all the benefits from the standard rewards plus services like free deluxe gift wrap, free alterations, triple points events, birthday coupons free standard shipping

6. Competition Analysis
Customer for Kohls juniors department--female between the ages of 14-20
in high school and transitioning to college
Family income average income of $50k
Major brands include Mudd, SO, IZ Byer, Candies
Brand merchandise is 25% private label, 75% brand
Major classification of goods: dresses and pants/trousers
Store has a race track layout
effective for this particular company
customers to pass by and/or explore each of departments within the store

7. Belk’s Target Customer & Location
35 to 54-year-old female
Middle family level income
works, buys for herself and her family
seeks fashionable and quality items
also targets mothers
Why Pasadena?
Demographic: middle to upper-middle class individuals, 60% of the population holding a college degree or professional career, average household size of 2.1
Behavior: enjoy spending time with family and friends, going out to eat, watching movies, shopping for the new, trendy items
Shopping Patterns: invest in higher level decision making, want to make sure they invest in a high quality product

8. Fashion Trend Analysis
Activewear
Trending color: Chartreuse
Combining style with high performance and functionality
High compression, heat-sealed fabrics
Dresses
Rising popularity in shift dress and slinky long-line dress
Simple, yet bold patterns

9. Fashion Trend Analysis
Jeans, Jeggings & Pants, Leggings
Distressed style
Retro 90’s grunge style
Flare
Bohemia style
Bright, warm colors
Tops & Tees
Trending color: Lava Red
Muscle tees and roll-neck crop tops
Peasant style, loose fitting graphic tee

10. Market Trend Analysis Growth in certain segments
Market for juniors change especially with technology and the millennia’s coming up
Collaborations with other companies that are currently in trend
popular cartoon, television show, movie characters
popular pattern
Proper advertisement
Outside influence
social factors
friends
reference or membership groups

11. Market Trend Analysis
Changes in consumer spending, shopping preference, media usage
Consumers spending less and saving more
only spending money on services or goods
ex. groceries, electricity, gas, health care, insurance, etc.
consumer’s shopping preferences has changed
online website to shop at their convenience
target customers are mainly juniors that are technology savvy
updated with the latest trends
Instagram, Pinterest, Tumblr, etc.

12. thank you !