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The business of naming: Victoria's Secret's
$11 million bra fails to lift or separate.

Supermodel Heidi Klum wears the $11 million "Fantasy Bra."

LOS ANGELES, Nov. 28, 2003. If you developed an $11 million bra, wouldn't you want to give a little thought to product naming? Well, apparently not if you're Victoria's Secret and you're hyping your holiday lingerie line on television to millions of viewers.

Hanging onto a ritual that is a bit tired and rapidly losing viewers, the annual Victoria's Secret Fashion Show went up against "Law and Order" on a Wednesday night in November and fortified its lineup with big-name entertainment from Sting and Mary J. Blige.

"I think the one major problem with the show is that the novelty has worn off. It's not that dramatic any more," says John Higgins, deputy editor at Broadcasting and Cable magazine.

But the show stealer, of course, was the $11 million "Fantasy Bra" worn by supermodel Heidi Klum. Encrusted with 2,809 white diamonds, sapphires and amethysts, all that was missing was a product name that reeked of mystery or exoticism or romance. Despite complaints that this year's show was more risque than last year's, CBS likes the show because "it brings a new audience to us" and advertisers like it because "it generates a good buzz and it's fun," according to CBS officials. Or is it that titillation drives up ratings during sweeps month? You decide.

Victoria's Secret, which has 922 stores nationwide, accounts for 60% of of its parent Limited Brands' operating profit and about 43% of its sales. Which store do you think is going to get the "Fantasy Bra?" Naming ideas, anyone?