Data Collection and AnalysisQuestionnaireThe research was conducted using both a quantitative approach and a qualitative approach. It started with a quantitative approach – questionnaire. Bryman and Bell (2003) stated that postal or postal questionnaires are the most popular forms of questionnaires. Another form of self-completion questionnaire was also common due to the overlap to some extent with the postal questionnaire. The questionnaire was a self-completion questionnaire, sometimes called a self-administered questionnaire. This means that respondents completed the questionnaires themselves (Bryman and Bell, 2003). The researchers conducted an online survey on a professional website called “Survey Monkey.” There is no doubt that this is a cheaper and easier way to collect information for researchers. Moreover, it is also convenient for respondents. The questionnaire consisted of five sections. The first section was the introduction. The purpose of the research and the time to complete the questionnaire were introduced in the section and ensure that the respondents know the security of the information they offer. The second section included only two demographic questions, namely “What is your gender?” » and “How old are you?” Both questions were designed to select useful information. The respondents, female and aged 18 to 24 or 25 to 35, participated in the research. Others were considered invalid questionnaires. The third section was the most important section of the questionnaire. There were ten closed questions in the third section that follow an easy to difficult order, but eight of them were single answer questions while the other two were multiple choice questions. The first question 'Are you interested in fashion br...... middle of paper ......ipants were the students from Shanghai, who studied abroad. The group study room in Leicester Library was a good choice for a focus group. This was a formal, competitive focus group. Therefore, one focus group used English as the main language to discuss and the other five focus groups spoke in Chinese. All recorded discussions were translated into English during the transcription process. During the analysis process, all questions from six focus groups were summarized into six main themes: 1) Customer attitudes towards fashion brands, 2) Powerful brand evaluation, 3) Attitudes towards brand purchases online fashion, 4) Factors affecting purchase choice, 5) Promotion evaluation, 6) Fashion brand access channel evaluation, 7) Challenges of fashion brand building in Shanghai. Then the discussion developed around the seven main themes.