It is obvious that Italian sales associates expect the clothing to sell itself. They seem to think that if people come into a shop, they probably intend to buy something.

For an independent student of fashion, coming to Milan to work as an intern for a designer and take a semester of classes in fashion merchandising is like a dream come true. Milan is widely known as one of the fashion capitals of the world, along with Paris and New York. Despite the similar titles, the styles could not be more different in atmosphere, or more interesting.

Paris is much more influenced by America, and many more Parisians speak English to cater to tourists and business people alike. On the other hand, in Milan there is very much an elitist feeling which clouds the fashion industry, evident through the noticeable lack of English-speaking people.

Italy in general has a long history of competing with Paris as fashion capital of Europe, and subsequently, has developed a very competitive way of approaching fashion, as it relates to consumers. Let me explain.

When entering designer boutiques, there is a difference in the level of customer service. It is obvious that Italian sales associates expect the clothing to sell itself. They seem to think that if people come into a shop, they probably intend to buy something.

This rationale is partially due to the fact that for several years the dollar was much stronger than the euro, and, especially for Americans, the difference in exchange made purchasing higher-priced items a much easier decision.

Since the euro has eclipsed the dollar, this easy decision has been made much more difficult, yet the Italians have not yet adapted to this change.

In general, the stereotypes that Europeans dress nicer than Americans hold true. Ugg boots are non-existent in Milan. Rather, nice leather boots, paired with dresses and tights or tucked in skinny jeans, rule the metro and tram.

The fact that there is very little snow may possibly be part of the reason for dressing more fashionably than practically. But overall there seems to be a higher standard of dress regardless of the weather differences. Truly though, if you don’t have a good pair of leather boots, you must not be in tune with the Italian way of dress.

Other items which may be unique to the U.S. (or maybe just Wisconsin) are The North Face, hoodies, Birkenstocks, sweat pants and tennis shoes.

Since this is just the beginning of my stay, my exploration of the Italian fashion industry, as influenced by the world market and consumers, is still in its infant stages. With fashion week coming up, however, as well as the current sales campaign of the pre-collection, I feel myself getting a better idea of this special industry with each passing day.

> Comments