The mission of Belk - The Avenues is to be the leader in their markets in selling merchandise that meets customers' needs for fashion, quality, value or selection; or to offer superior customer service. Belk - The Avenues stores want their customers to have the feeling of confidence that they will receive honest or fair treatment, that they will get full value for every dollar, or that they will be satisfied in every respect so that they will want to shop with Belk - The Avenues stores again.