Belk is on par with Dillard's and Macy's. Belk definitely does not compete agianst JCP, Khol's or Target. They carry briands like Lacoste, Polo, Calvin Klien, Tommy Bahama, etc. as well as fine home furnishings. They ae not a discount retailer. I personally prefer Belk to Dillards and I am happy to have them so strong in our market.