Book excerpt: Drop marketing strategy is now being used by an increasing number of luxury brands to attract a new generation of young consumers. Concerning luxury consumption, research has shown that Chinese shoppers have penetrated the market. Notably, starting in 2018, Gen Z consumers began to penetrate the Chinese personal luxury market. Chinese Gen Z has a purchasing power of $507 a month, while 35% of respondents said they had a steady income source, such as part-time jobs and scholarships, in addition to their parents' money (Pan, 2018). Thus, this study aims to understand Chinese Gen Z consumers' attitudes towards drop marketing and researched the key drivers for Chinese Gen Z consumers to buy drop-marketed luxury fashion products. Semi-structured interviews were conducted with 12 Chinese Gen Z consumers (born between 1997 and 2002) via email in this qualitative study. The study used thematic coding analyses to interpret data and found three major motivations for Chinese Gen Z consumers regarding luxury shopping through drop marketing: channel-driven motivations, product-driven motivations, and emotion-driven motivations. This study's findings will help fashion industries better understand Chinese Gen Z consumers' key motivations to buy personal luxury goods via drop marketing strategy and remind the academic community of the importance of drop marketing strategy in the luxury fashion industry.