Victoria's Secret implemented Crave Retail's Smart Fitting Room technology in more than 180 stores as part of its broader "Store of the Future" initiative,
which combines the technology with a store design that is "less intimidating, easier to shop, lighter, brighter," shared Victoria's Secret CEO Martin Waters in the company's Q3 2022 results conference call.

Because these stores have smaller footprints, with merchandise being the hero, the fitting rooms have become a core component of the customer experience. In fact, Waters noted that the fitting room technology has "been extremely well received" and is "the highlight of the Store of the Future."