L&T pioneers digital future of fashion stores with GK and Vusion

Lengermann & Trieschmann (L&T), a premium fashion and sports retailer in Germany, has brought smart hangtags and AI-based price optimisation into regular operation. Since September 2025, the Osnabrück-based company has been dynamically managing its sales prices with GK Air. Around 20,000 items from the autumn and winter collection have been equipped by L&T with ESway hangtags from Vusion, which always display the current price directly on the product. Last week, L&T won one of EHI Retail Institute’s Reta Awards for this project.

Last week, on the Blue Stage of Euroshop, Alexander Berger, CFO of L&T, provided insights into the project and its strategic background. The aim is to compensate for the structural disadvantages of brick-and-mortar retail compared to online business in terms of price changes, processes and data utilisation. The manager explained that L&T can use smart hangtags in conjunction with dynamic price control to monitor stocks in real time and adapt prices directly based on availability and customer behaviour.

GK’s AI-supported price optimisation tool combines historical and current sales figures, stock levels and external factors such as seasonality and market trends. On this basis, GK’s Price Optimizer forecasts demand and automatically suggests sales prices that optimise the balance between turnover, sell-through rate and margin. L&T can also control seasonal promotions centrally at the touch of a button and synchronise them with the online shop.

Automated processes from warehouse to shop floor

Vusion’s hangtags can locate items with an accuracy of up to ten centimetres – with the help of bluetooth low energy wireless technology. L&T is also able to use the digital labels to analyse how often customers move items or bring them into the fitting room. In combination with sales figures, this data provides the fashion retailer with valuable insights into customer behaviour in real time. “We provide brick-and-mortar retailers with the same level of granularity in the analyses as in e-commerce,” explains Marc Lebherz, Senior Key Account Manager Fashion at Vusion.

For the launch of the autumn and winter collection last year, L&T attached digital ESway hangtags from Vusion to goods for the first time in its own logistics process. As a result, L&T store employees no longer have to manually label items on the sales floor. To keep returns and exchange processes uncomplicated, each product receives an additional paper label without price information in the same step.

Article surveillance through geofencing concept

As part of the next stage of the project, stock levels will also be automatically updated as soon as items arrive in the store. For spring and summer collections, the solution will also independently recognise stock transfers between stores and transmit the information bidirectionally between fashion store’s merchandise management system and Vusion’s platform – without error-prone and time-consuming manual transfer processes.

The new solution also allows L&T to replace conventional article surveillance systems with a digital geofencing concept. If a product leaves a defined safety zone without authorisation, the system automatically triggers an alarm. The digital labels recognise tampering, such as removal with a tool, and are able to send a notification with location information to store staff in real time. This function is not yet in use at L&T.

Award-winning technology project

Together, the project partners have brought smart ESway hangtags to market maturity and linked them to GK Air’s cloud-based Price Optimizer. Vivien Moor, Project Manager Corporate Development at L&T, says: “The interaction between smart labels and the powerful AI for our price management has given us a strategic advantage. The data obtained and the resulting optimised price management are paying off – and we are certain that we will make the project a success.”