Strategi Brand Positioning Berbasis Keberlanjutan Lingkungan: Studi Kasus Napak Bhumi 2021-2024

Bianca Rayhanna Ramadhanti Moksen (LSPR Institute of Communication & Business)
Kayla Ratna Zahra Suradimaja (LSPR Institute of Communication & Business)
Jefri Audi Wempi (LSPR Institute of Communication & Business)

Jurnal JTIK (Jurnal Teknologi Informasi dan Komunikasi)
Vol 9 No 4 (2025): OCTOBER-DECEMBER 2025

The fashion industry significantly impacts the environment, especially through textile waste from fast fashion. In 2021, Indonesia produced around 2.3 million tons of textile waste. This study explores the sustainability strategy of Napak Bhumi. This local brand transforms textile waste into eco-friendly shoes, uses traditional packaging, supports local artisans, and donates 10% of profits to underprivileged children through the #Tinggalkanjejakbaikmu campaign. Using qualitative methods interviews with five sources and social media analysis the findings show consumers value sustainability beyond product design. This reflects a growing awareness among young generations and offers key insights for brands aiming to integrate social and environmental values into their marketing strategies.