Data collection and analysisQuestionnaireThe research carried out both a quantitative and a qualitative approach. It started with a quantitative approach: the questionnaire. Bryman and Bell (2003) stated that postal or postal questionnaires are the most popular forms of questionnaires. Another form: self-completed questionnaire was also common due to overlap to some extent with postal questionnaire. The questionnaire was a self-completed questionnaire which is sometimes called a self-administered questionnaire. That is, the respondents filled out the questionnaires themselves (Bryman and Bell, 2003). The research conducted an online survey through a professional website called "survey Monkey". There is no doubt that it is a cheaper and easier way for researchers to collect information. Furthermore, it is also convenient for the interviewees. The questionnaire included five sections. The first section was the introduction. The purpose of the research and the completion time of the questionnaire were introduced in the section and ensure that the respondents know the security of the information offered. The second section included only two demographic questions, namely “What is your gender?” and “How old are you?” The two questions were designed to select useful information. Respondents who were female and aged between 18-24 or 25-35 contributed to 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 order from easy to difficult, but eight of them were single-answer questions while the remaining 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 the focus group. This was a formal competitive focus group. Therefore, one focus group used English as the primary language for discussion, and the other five focus groups spoke in Chinese. All record discussions were translated into English in the transcription process. In the analysis process, all questions from the six focus groups were summarized into six main themes: 1) Customers' attitudes towards fashion brands, 2) Powerful brand evaluation, 3) Attitudes towards buying fashion brands online, 4 ) Factors influencing purchase choice, 5) Promotion evaluation, 6) Evaluation of fashion brand access channels, 7) Challenges in building fashion brands in Shanghai. Subsequently the discussion developed around the seven main themes.