Tammy Girl returns to action as it makes debut on Asos

After a 17 year hiatus, Tammy Girl is back, with fast fashion giant Asos relaunching the brand on its website.

In 2005, Tammy Girl closed its high street stores after being bought by BHS, leaving UK pre-teens distraught.

Manchester based, digital fashion firm, Daisy Street acquired the brand and partnered with Asos for a capsule collection of 32 styles including dresses, crop tops, and midi skirts.

Daisy Street’s Managing Director Tay Singh comments: “This is a very exciting move for us.”

“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.” 

Keeping the faith

Earlier this year, Asos signed a new agreement with Microsoft that will see it continue to use Microsoft Cloud as its preferred cloud platform for the next five years.

The retailer taps Microsoft Azure and its AI capabilities to power its digital platforms and support new data led workstreams.

Through the renewed partnership, it will work with Microsoft to launch new projects to support and accelerate its strategic growth plans.

These focus on unlocking new customer experiences and business capabilities, such as Asos’ Partner Fulfilment programme, which aims to expand the range and availability of products, and maximise demand conversion, customer choice and stock availability.

Cliff Cohen, CTO at Asos, said: “Over the past few years, we’ve rebuilt our technology platform to ensure we have the foundations in place to support a truly global business.”

“As we embark on our next phase of growth, we see Microsoft as a critical partner that is trusted and can provide a comprehensive set of cloud and AI solutions as a key enabler for evolution of our customer offering, particularly in delivering new business capabilities to support our growth strategy and embedding data driven insights across our business.”