Victoria's Secret is hoping a new push-up bra intended to boost women's busts as much as two sizes also will enhance its bottom line this holiday season.

The lingerie chain, owned by Limited Brands Inc., will begin promoting its "Miraculous Bra" this week; it sells for $48 in solid colors and $52 in leopard print.

"What the customer told us is 'We love push up,'" Victoria's Secret CEO Sharen Turney said in a meeting with investors last week. "And we said, 'OK, we have the new Miraculous Bra.'"

Turney said the latest push-up's debut this fall has been positive.

"We cater to a young customer, and they would come into the store and start texting their friends, 'Oh my God, you have to come in here and try this bra on.'"

Analysts also say the bra could be a big seller.

"We believe this could be a significant launch on early testing," said BMO Capital Markets analyst John Morris.

Seeing consumers hunt for bargains during the recession, Victoria's Secret is offering more matching panty-and-bra sets and sleep sets for the holidays, as well as lower-priced gift sets, including a $15 beauty pack. And it plans to launch new items nearly every week, including new fragrances.

Retail analyst Jennifer Black applauded the approach.

"Victoria's Secret stores look the best we have seen since we began covering the company nearly 17 years ago," she wrote in a note to investors.

Victoria's Secret will broadcast its ever-popular fashion show, this year from New York, on Dec. 1 on CBS.

_ AP Retail Writer Mae Anderson

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Stores aim to woo shoppers with gifts that give back

NEW YORK (AP) _ High-end department stores are hoping to hitch a ride on altruism this holiday season: Buy gifts here, they offer, and we'll send some of the proceeds to the poor, sick and hungry.

At Bloomingdale's, part of the proceeds from products such as a new $35 cookbook by Florence Fabricant and an $18 Little Brown Bear go to Memorial Sloan-Kettering Cancer Center and juvenile diabetes research, among other causes.

"We thought our customers are looking for gifts that give back this year in a bigger way," said spokeswoman Liz McGovern.

At Saks Inc., 5 percent of sales of New York Candy Co. and Saks Fifth Avenue Collection treats _ which it's pushing with displays and signs by main store entrances _ go to St. Jude Children's Research Hospital in Memphis. Continued...