Fashion influencers mexicanas: caracterización del emprendimiento digital femenino

This exploratory-descriptive study analyzes the impact and strategies of 10 Mexican fashion influencers on digital platforms, considering their growing prominence in the fashion industry as drivers of innovative business models and promoters of local and international consumption. The research adopted a methodological approach based on the characterization of profiles and digital netnography, classifying participants in macro and mega categories. The sample included 1,694 publications made in 2024. The findings show a strong presence of international brands such as Fendi, Dior, Sephora and Revolve, along with the promotion of Mexican companies such as Renatta Cosmetics, Amuse Apparel and Balbina Concept, which strengthens the local market. Influencers with more than one million followers were identified as prioritizing TikTok as their dominant platform. Four of them have developed their own businesses in fashion, beauty and wellness. It is concluded that these women are not only content creators, but also act as key agents in the transformation of the digital market through innovative business strategies.