Belk revamps image with new branding, marketing campaign

HTT Staff -- Home Textiles Today, 10/4/2010 2:19:25 PM

Charlotte, N.C. - Ahead of its 125th anniversary, which is in less than three years, department store Belk Inc. is giving its image a facelift with an updated corporate identity.

The 305-unit regional chain, with stores in 16 Southern states, is looking to target a younger customer by employing a new graphics package aimed at "refreshing" the company's identity with a new corporate logo, color palette and tagline - "Modern. Southern. Style."

The retailer said the new logo and tagline represent the first significant change in its brand identity since its current logo and identity program were adopted in 1967.

"Our new brand clearly communicates what our company is today and what we aspire to be in the future," said Tim Belk, chairman and ceo. "We want to reflect our increased focus on meeting the fashion needs of our modern customers. While we will continue to meet the needs of our traditional and classic customers, we are changing our brand and expanding our assortments to attract new customers who are looking for modern, updated brands and styles.'"

Belk's new corporate identity will be introduced beginning early this month with an extensive branding and advertising campaign that will include market-wide television and print advertising, circulars, direct mail and social media, all of which will incorporate Belk's new graphic elements and brand messages.

Belk embarked on the re-branding more than a year ago with research involving hundreds of associates and a survey of more than 30,000 customers. The findings identified a significant growth opportunity with modern customers.

"Much has changed in the South since our last branding initiative 43 years ago, and so has our company," said Johnny Belk, president and coo. "We felt the time was right to expand our profile and realign our corporate image to better reflect the kind of stores we operate today."

The company said it expects to spend about $70 million over the next 18 months for corporate branding and marketing, including $25 million for the installation of new logo signs in its 305 stores over the next 12 months. Signs will be installed in 60 stores before yearend with the balance expected to be installed by November 2011.

Customers will also see the new logo and identity elements in store displays and signage, and newly designed charge cards are being issued this month to Belk Elite and Premier customers, to be followed by Belk Rewards card holders in March.