The female shoe sales of DAPHNE in mainland China always stays in the top in recent years. However, since DAPHNE made its debut in Taiwan in 2006 its performance has not been so outstanding. Hence, this research focuses the reactions for DAPHNE’s products from the female customers in Taiwan. Purpose of this research is to explore the perception of the female in Taiwan toward DAPHNE’s products by using a well established questionnaire. Necessary improvements will be made from the results obtained from the questionnaire to enhance the service quality, customer satisfaction and loyalty of the customers of DAPHNE and then promote its sales performance.