With the rapid developing of economy and the information communication, as well as the fierce competition of marketing, the consumer market of apparel is gradually matured. Also, the consumer has more requirements towards clothes, in terms of quality, style, price level and individuality. As a result, brand fashion, now, needs to accelerate the speed of every stage of producing, which is from designing to the following of finished goods in order to occupy the market share in a fast consuming, variety and individuality pursuing market. An increasing number of industries have focused on the SPA brand so as to adapt the competition of modern market. The paper mainly researches that the differences of purchasing behaviors towards SPA brand between 20`s-30`s Chinese female and 20`s-30`s Korean female. The analyzing results of purchase motivation showed difference in the ``personal motivation` and ``social motivatio``` factor. Purchase standard showed differences in the ``image management` factor. The attitude toward the brand showed differences in the ``practicality`` and ``trendiness`` factor.