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30 under 30: Liam Giffard

Merchandiser, Dorothy Perkins, aged 29

Liam Giffard

Liam Giffard

When your boss says you are seen as “successional” to her job, then you know you have a bright future ahead of you. And that is just how Liz Imam, head of merchandising at Dorothy Perkins, describes Liam Giffard.

A Manchester Metropolitan University Business School Retail Marketing graduate, Giffard realised his passion for merchandising early on and joined Arcadia-owned Dorothy Perkins as merchandising admin assistant in June 2006. He describes the past six years at the high street retailer as “extremely enjoyable”. He adds: “It was clear from the start that the brand was a perfect fit for me and I have been fortunate to have had the opportunity to work for some great people who have helped me achieve the goals I set myself.”

Today, he is merchandiser for denim and casual bottoms. Overseeing one of the biggest areas of the brand, he has achieved a lot in the role. “Without question increasing our market share on denim has been my biggest achievement so far. We have just delivered a record 12 months for the brand and have planned further growth for the year ahead.”

Imam praises Giffard as “home-grown talent” with a “proven track-record”, and says he “continually works successfully with his buying counterpart to develop his department and identify ways to drive the business”.

Giffard describes his next step as becoming head of merchandising, but says his “ultimate goal is to be merchandise director of a leading fashion retailer.”

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