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Belk Innovation Challenge

How might Belk become a top choice for shopping among college-aged consumers?
by

Marissa Aycock

on 12 November 2013

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Transcript of Belk Innovation Challenge

By: Martha Avant, Marissa Aycock,
Nicole Greene, and Elin Hogberg

Belk Innovation Challenge
The Main Question
Our Idea
How might Belk become a top choice for shopping among college-aged consumers?
m m
belk's New Image
Current Trends Impacting Belk and Understanding the Generation Y Consumer
Focus Group Findings

Survey Findings

Competitive/Comparative Product Analysis

2014 Back to School Fashion Trends
Addressing the Problem
New Brand and Back to School 2014 Seasonal Line
Integrated Marketing Communication Plan
Store Environment Change
Current Macro Trends
Environmenal Scan
Current Micro Trends
Belk's Competition for Current Target Consumer

Belk's Competition for Generation Y
Understanding Generation Y

72 million, and soon-to-be largest American Generation
Has Increased Spending Power
Is Tech Savvy
Relies on Social Networking and Digital Direct Marketing
Focus Group Findings
Survey Findings
Competitive/Comparative Product Analysis
Back to School 2014 Fashion Trends
Back to School 2014 Seasonal Line
Store Environment Change
Integrated Marketing Communication Plan
Current Macro Trends
Current Micro Trends
Generation Y
Game Day Grouping
Tailgating attire
Out on the Town Grouping
Nightwear/Going out attire
Out and About Grouping
Daywear/Casual attire
To attract college-aged consumers, Belk should:
Change store image
Create Generation Y specific department
Use marketing campaign to target college-aged consumers
For the female, college-aged consumer:
Casual dresses are a popular purchase (34/35)
Specialty stores are preferred more than other stores when shopping (35/35)
Social Media is the most effective type of marketing (35/35)
Attire is important at sporting events (35/35)

Technology
Social Media
Retail Industry Scan
Private-Label
Multi-Technical Integration
Retail Price Point
Belk
Nordstrom
Fedora
Private Brand for Belk
Facebook
Instagram
Special Events
Pop-up tents at tailgates
Foursquare
Direct Mail
New Gen Y specific, boutique-like section with:
Attention grabbing displays
Brighter colors on walls and floors
Less congested layout
Younger employees
Upbeat music
More fashion forward merchandise
Changing Belk's Store Image
Creating Gen Y Specific Department
Using Marketing Campaign to Target College-aged Consumers
Inspiration
Game Day Grouping
How will this impact Belk?
Out on the Town Grouping
Out and About Grouping
Full transcript