Tammy Girl, a popular pre-teen fashion brand, closed its doors for good in 2005 after being purchased by BHS. Now, a Manchester fashion brand called Daisy Street has reacquired the brand and is partnering with ASOS to release Tammy Girl exclusives via the ASOS website.
The collection includes 32 distinct styles, all drawing inspiration from contemporary fashion trends. Ruched co-ords, midi dresses, and halter tops are among some of the offerings. The capsule collection utilizes butterfly, cow, and graphic patterns to complement any aesthetic.
Daisy Street’s Managing Director Tay Singh comments: "Over the past 10 years we have worked hard to become one of the leading fashion brands for the Gen Z and Millennial customer. Staying true to our values as a brand, the re-launch of Tammy Girl is an extension of who we are."
Teen Fashion Brand Revivals
Tammy Girl Relaunches on ASOS After a 17-Year Hiatus
Trend Themes
1. Pre-teen Fashion Revival - Revival of nostalgic fashion brands targeting pre-teens and tweens with modern and trendy styles.
2. Collaborations with Nostalgic Brands - Brands collaborating with nostalgic fashion labels and reintroducing them to modern consumers with fresh, updated collections.
3. Contemporary Nostalgia - Using nostalgia as a way to connect with consumers and create sentimental value in modern fashion and retail.
Industry Implications
1. Fashion Retail - Fashion retailers can seek to collaborate with nostalgic brands to revive and reintroduce popular fashion trends to younger generations.
2. Marketing and Advertising - Marketing and advertising agencies can leverage the sentimental value and nostalgic appeal for younger generations when re-introducing vintage brands to the market.
3. Fashion Design and Manufacturing - Fashion designers and manufacturers can capitalize on the potential for fresh and innovative designs that integrate nostalgic elements and revived fashion trends.