Everywhere you look in Milan, Florence, Rome and other cities in Italy you will see purple. It's a deep violet hue and it's inescapable.
The shop window mannequins,both male and female, are ALL dressed in this purple in various shades from light to dark. Fashion-conscious Italians all sport this color--maybe a scarf, a bag, a pair of high-heeled boots, a shirt, tie, sweater--somewhere they are wearing the color of the season.
If you want something in navy or red or green while shopping in Italy this fall, you can pretty much forget it. Personal preference is of no account for Italian shoppers. It's
what's currently in style that's paramount.
Italians shop differently than Americans do. An Italian only enters a store ready to buy. After greeting the sales person, she will specify the size, cut, and color of the garment she wishes to buy. After all, she's already thoroughly checked it out in the window before coming in.
Italians buy clothes that suit their bodies and that follow the current fashion. Considerations of comfort or personal taste are quite unimportant. It's making a bella figura that matters.
If you shop for clothes (or anything else) in Italy, you should be aware of the "rules." First, as always, politeness is key. Greet the saleslady, and pepper your conversation with "please", and "if you'd be so kind", "thank you so much", etc. Second, if you want to browse, ask if this is okay. It generally is, but Italians don't do it, and it's polite to ask.
You'll see signs in store windows that read "Ingresso libero." This means "free entrance". It's not that there's a charge to enter some stores, it just means that you are free to come in and look without necessarily intending to buy. You see, there is no equivalent expression for "browsing" in Italian.
Last, and most important of all, do NOT touch the merchandise. This goes for any kind of store and all sorts of products--fruits and vegetables, jewelry, sweaters, scarves, books. You can ask if it's all right to touch, and you may be granted the privilege. Or, a saleswoman may unfold that sweater for you or show you a selection of silk scarves. Think about it, in a country where some 10 million gelato-eating tourists visit every year you can hardly blame them.
Shopping can be a pleasure if you follow these rules, and you will be given time and attention and all the help you need. Don't forget to say goodbye when you leave.
The women on tour with me last month followed these rules and had a great time shopping in Italy--lovely service and great buys. Yes,of course, we all bought something purple: it's the color of the season!