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30 under 30: Olivia Tucker

Merchandising assistant, Base London, aged 22

Olivia Tucker

Olivia Tucker

So impressed was Base London merchandising manager Jolene Lay with Olivia Tucker that she offered the 22 year-old a full-time job before the competition could even learn about Tucker. In 2012, Tucker completed a year’s placement with Base London as part of her London College of Fashion course on Fashion Management, and Lay snapped her up… for May 2013.

“Taking over full responsibility for all allocation within three months, Liddy showed a natural understanding of our many markets and their demands, helping us to maximise sales and stock turn,” says Lay. “During her time with us she progressed to sample control for over 10 countries and was instrumental in range planning meetings. Liddy has proved to be a true talent.”

It’s no wonder Tucker ended up in fashion; she seemed destined for it from day one. “My mother was assistant to Mary Quant in the 1980s, and I was brought up surrounded by the famous daisy logo and strongly influenced by her approach to fashion,” she says. “What I admire most about Mary Quant is not just her forward thinking fashion designs, but the way in which she transformed her name into one of the first global brands through unique distribution networks and collaborations.”

Tucker then found work experience at Osprey London, with menswear designer Katie Eary and A&R Photographic and Stylist agency as a production assistant. “But it was during my placement year at Base London that I think I truly found where my strengths lie. I’ve been able to apply my theoretical knowledge and have been given the support to constantly develop my skills,” says Tucker.



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