espanolEste estudio tiene como principal objetivo analizar el liderazgo de opinion en el contexto del mercado de la moda, mas concretamente, verificar si existe una correlacion entre las variables liderazgo de opinion, adhesion a la innovacion en la moda y actitud hacia la publicidad de la moda. A partir de la variable liderazgo de opinion, se pretende tambien identificar dos grupos diferentes de consumidores: los lideres de opinion y los seguidores en el mercado de la moda. Se seleccionaron 203 estudiantes de tercer ciclo y de postgrado de dos universidades de Oporto, la segunda ciudad mas grande de Portugal. Fue solicitado a los participantes que rellenasen un cuestionario sobre actitudes y comportamientos sobre moda. Los resultados muestran que existe una correlacion positiva entre la adhesion a la innovacion, el liderazgo de opinion y la actitud hacia la publicidad. Fue posible identificar dos grupos de consumidores. Por un lado, “los influyentes”, que puntuan moderadamente en la variable adhesion a la innovacion y presentan una actitud positiva hacia la publicidad de la moda, y por otro, “los seguidores”, que no se consideran ni innovadores ni lideres de opinion, pero mantienen una actitud positiva moderada hacia la publicidad de la moda. EnglishIn the context of the fashion market, this study aims to analyze opinion leadership and, specifically, to verify the correlation that may exist between opinion leadership, fashion innovativeness and attitude towards fashion advertising. It is also intended to identify two different consumer groups: opinion leaders and fashion followers based on “opinion leadership” construct. Data collection was done through a self-administered questionnaire with a convenience sample of 203 graduate and post-graduate students of two universities of Porto, the second major city of Portugal. Results show a positive correlation between fashion innovativeness, fashion opinion leadership, and attitude towards fashion advertising, which supports previous studies that presented opinion leaders as incorporating innovators traits and a predisposition to consume fashion information and media. It was possible to identify two groups of consumers: fashion influencers exhibit a moderate sense of innovativeness and a positive attitude towards fashion advertising; and fashion followerswho don’t consider themselves neither innovators nor opinion leaders, but have a moderate positive attitude towards fashion advertising. This research contributes to a better understanding of the profile of fashion opinion leaders, giving empirical support to the idea that this group can be a strategic target of advertising communication in fashion sector.