In its first significant rebranding effort in 43 years, Belk Inc. will spend $70 million over 18 months to appeal to the “modern Southern lifestyle,” according to a company news release.
The new corporate logo, color palette and tagline – “Modern. Southern. Style.” – reflects a focus to meet the fashion needs of modern customers, said Tim Belk, chairman and chief executive.
“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 said in the release. “Our vision is for the ‘modern, Southern woman to count on Belk first – for her, for her family, for life.'”