Newlast is known for having revolutionized the shoe lasts production process.  The processes digitalization and computerization, introduced by Newlast, has freed the imagination of stylists from the limits imposed by obsolete and manual shoe last processing, allowing extreme designs. The arising of new sales and marketing channels, a growing consumer focus on aesthetics and product quality, and the need for brands to stand out by offering innovative shopping experiences require the creation of a fully integrated process from last modelling to shoe sales. This process is able to create a totally satisfactory Customer Experience for both the Brand and the consumer. Newlast's ability, unique in the world, to handle the geometric data of shoe lasts combined with the possibility of digitizing consumers' feet very precisely, gives brands a tangible competitive advantage. The Brand that enters the Newlast world has the control of the entire production process of its footwear, it is able to know its customers in depth, it can collect their feet in his own database, it is able to adopt a size development that truly fits to the needs of his own market by adapting it to geographical, ethnic or demographic variables. It can finally verify the quality of supplies according to objective and indisputable parameters. His customer can enjoy an omnichannel purchasing experience free from the need to physically try on the shoes, with the certainty that the shoe satisfies both his aesthetic choice and his need for comfort. Wherever he is in the world, customer can purchase truly customized footwear produced by the brand starting from models on market, modifying or replacing the shoe-last, according to his feet features.