How Gant replaced physical samples with AI-generated visuals for sell-in
Henrik Skagerlind Fasth
Co-founder & Head of Product, Lumoo
Every season, Gant's product team faced the same bottleneck. Hundreds of new styles needed to be visualised for buyers, wholesale partners, and internal stakeholders. The traditional route involved producing physical samples, booking studios, and running week-long photoshoots. The cost was significant. The timeline was tight. And every delay pushed back the sell-in window.
This season, Gant took a different approach. Instead of waiting for samples to arrive from factories, their team used Lumoo to generate product visuals directly from design files. Sketches and tech packs went in. Brand-consistent, high-resolution imagery came out. Within days, not weeks.
The impact was immediate. Sample production costs dropped significantly, with several product categories moving entirely to digital-first visualisation. For a brand producing hundreds of styles per season, that translates into real savings on materials, freight, and studio time.
"We went from waiting six weeks for samples to seeing the full collection visualised in a few days. That changed how we approach sell-in entirely."
But the bigger shift wasn't about cost. It was about coverage. Previously, only a fraction of the collection received full visual treatment before the sell-in deadline. Lower-priority styles were shown as flat sketches or not at all. Buyers made decisions with incomplete information, and certain products never got a fair chance.
With Lumoo, every style in the collection was visualised to the same standard. Every colourway. Every fit. Buyers saw the full picture, and the sell-in conversations changed. Products that would have been overlooked found their audience. The collection was presented as it was designed to be seen.
The process also gave Gant's team more creative flexibility. Because generating a new variant takes minutes rather than days, the team could explore additional styling options, test colourway combinations, and respond to buyer feedback in real time during the sell-in period. Design and sales moved closer together.
Key outcomes
70%
Reduction in sample costs for pilot categories
100%
Collection coverage at sell-in, up from roughly 60%
3x
Faster visual turnaround versus traditional production
For Gant, this wasn't an experiment in new technology. It was a practical decision to solve a real operational problem. The result is a faster, more complete sell-in process, and a workflow that scales with the collection rather than limiting it.
See how your brand could run sell-in with full visual coverage.
