Plastered 8 – Building a Brand in China

Plastered 8 is a design and marketing company whose designs ‘just happen to be on a T-shirt’. It was established in 2006 by Dominic Johnson-Hill, a British backpacker who came to China in 1993. The brand features retro and iconic Chinese images, and is popular among young Chinese white collar workers and expatriates.

Plastered 8’s success is in part due to riding the wave of fast increasing domestic consumption, but more than that, the owner has been single minded in his approach to building the company’s brand.

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