Lands' End and Cingular Wireless Team Up for ``Team Colors''

    DODGEVILLE, Wis.--May 9, 2001--It's everywhere: billboards, busses, newspapers, even appearing in the Super Bowl and providing comic relief during CBS's Survivor series. Now, with the debut of a customized "Team Colors" apparel program from Lands' End, Cingular's logo is hitching a ride on more than 9,000 Cingular Wireless employees who are the ambassadors of the second largest wireless carrier in the U.S.
    Through the Team Colors program, Cingular employees order via an Online Custom Store(tm) and can choose the embroidered shirts of their choice from an approved apparel collection. The Team Colors program helps unite the entire Cingular work force in one branded apparel look, making them instantly recognizable to customers.
    "Cingular understands the value of extending its brand strategy to one of its most critical audiences - its own employees - the people who take care of the Cingular customer," says Richard Harney, director of national accounts for Lands' End Corporate Sales. "Cingular has done an outstanding job of integrating 11 brands to create one unified company and a solid brand presence in the marketplace, and in record time, too. This is the first time we've outfitted 9,000 employees for a single customer in less than two weeks as the orders came in."
    "Cingular's logo and brand are about self-expression, not only for our customers, but for our employees as well. We believe our Team Colors program not only gives our employees the freedom to choose multiple colors and styles, it's also a great part of our benefits package. This is quality gear our employees really like," says Brenda Posey, Cingular Executive Director - Retail Operations and Strategy. "Plus, our branded apparel is instantly recognizable to customers and adds to the fun feel of our retail stores."
    The program is returning results for Lands' End, too. As soon as Team Colors debuted to Cingular's employees in tandem with the Cingular brand launch, customer service representatives processed more than 1,700 orders for items like Pima polos, Oxford shirts and sweater twin sets within eight business days via phone, fax or Online Custom Store built especially for Cingular. In the first two weeks alone, Lands' End sold more than 27,000 embroidered shirts.
    Harney says team apparel has become a very popular branding and team-building trend among many companies, noting that spending for incentives is up more than 13% in the last year alone, according to researchers at Baylor University. "Lands' End Corporate Sales has helped companies like RadioShack, Cisco Systems, Merck & Co., Inc., HSBC, FORTUNE and now Cingular reinforce their corporate identity and reward and incent their employees. We're honored that so many businesses have put our `Just Ask' customer service philosophy and our unique ordering options to the test. Our plan is to be there however our customers want to work with us," says Harney.

    ABOUT LANDS' END

    Lands' End is a leading direct merchant of classically inspired clothing for men, women and children, soft luggage and products for the home. Total revenue in fiscal year 2001 was $1.462 billion. The Corporate Sales division offers the Lands' End brand as options for company incentives, rewards and gifts and represented 13% of the company's sales in FY 2001, or $170 million. Corporate sales first established a Web site devoted to the needs of businesses in 1997 and commerce enabled that site more than a year ago. Corporate Sales also builds Online Custom Stores accessible through the Internet, Intranet or online purchasing platform like Ariba and Commerce One. The Lands' End Corporate Sales Division works with nine out of 10 of the FORTUNE 500 as well as tens of thousands of small and medium-sized businesses. To find out more, visit www.landsend.com/corpsales.

    ABOUT CINGULAR WIRELESS

    Cingular Wireless is the second largest wireless carrier in the U.S., and is dedicated to self-expression and customer-friendly service. As a leader in mobile voice and data communications, Cingular, a joint venture between SBC Communications and BellSouth, currently serves more than 20 million customers nationwide. Cingular offers customers advanced technologies in simple, cost-effective ways that permit them to tap the creative potential of wireless through their own self-expression. Details of the company are available at www.cingular.com.