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NEWS - The Florentine

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www.theflorentine.net<br />

Life in Italy<br />

15<br />

Thursday 30 June 2005<br />

Culture & CUSTOMS<br />

ITALIAN VOICES: A Window on Language and<br />

Customs in Italy... “Entrata Libera”<br />

by Linda Falcone<br />

“May I show you something else, Madam..”<br />

<strong>The</strong> shoppers who<br />

flock to Florence<br />

from all over the<br />

world come with the<br />

strange misconception<br />

that shopping in Italy<br />

is fun. Armani’s class,<br />

Ferragamo’s craftsmanship,<br />

a bit of Versace<br />

sparkle, and a dash of<br />

Valentino red might<br />

make you think so. Fun,<br />

however, is not exactly<br />

the word I would use.<br />

Intimidating is more<br />

like it. Baffling might work. Not<br />

that any of us usually admit it. Telling<br />

people that shopping in Italy is<br />

more excruciating than enjoyable is<br />

like going to a Christmas party and<br />

telling your host’s five-year old that<br />

there is no Santa Claus. Besides,<br />

visiting shoppers are generally too<br />

anxious to fill their new Gucci luggage<br />

with San Lorenzo leather to be<br />

bothered with the likes of me and<br />

my Italian shopping traumas.<br />

So, go ahead, immerse yourself<br />

body and soul in the joys of a<br />

city-centre shopping spree. It usually<br />

only takes about three “Entrata<br />

Libera” signs before you’ll start<br />

wondering: “Free entrance What<br />

exactly do they mean by that After<br />

all, these are shops not museums.<br />

<strong>The</strong>y certainly don’t expect you to<br />

pay an entrance fee just for browsing,<br />

do they”<br />

Well, no. <strong>The</strong> Entrata Libera<br />

“ <strong>The</strong> Entrata<br />

Libera signs are<br />

there because<br />

there is actually<br />

no word for<br />

“browsing” in<br />

Italian.”<br />

signs are there because<br />

there is actually no<br />

word for “browsing”<br />

in Italian. <strong>The</strong> concept<br />

of walking into a store<br />

without the slightest<br />

idea of what you will<br />

find in there, or if you’ll<br />

want to buy something<br />

once you find out, is<br />

a relatively new idea<br />

in Italy. And indeed,<br />

phantom shopping is<br />

not choice Italian entertainment.<br />

Let’s just<br />

say that Italians don’t<br />

find anything fun about<br />

picking through overstuffed clothes<br />

racks to find a bargain. Not that<br />

there are too many overstuffed<br />

racks or bargains in Italy to begin<br />

with. Mostly, when Italians walk<br />

into a shop, they go with a purpose.<br />

Prior to stepping inside, Italians will<br />

closely scrutinise the shop window<br />

and memorise everything that the<br />

store has in stock. For most Italians<br />

this process takes about 3.5 seconds<br />

and is especially effective because<br />

most of the smaller shops display all<br />

of their merchandise in the window.<br />

<strong>The</strong>refore, there’s really no reason<br />

to browse. It’s all right there, for the<br />

whole strolling world to see.<br />

“I want a pair of black trousers,<br />

size forty-two, wool-cotton mix,<br />

low waist, no pockets, narrow legs,<br />

crease in front, and hem turned up<br />

at the bottom, per favore,” is what<br />

Italians say when they march into a<br />

store ready to make their purchase.<br />

Is there any room for browsing in<br />

all that<br />

Basically, in a society of secure<br />

shoppers and fashion experts, the<br />

Entrata Libera sign was designed to<br />

give customers permission to be indecisive.<br />

Does this mean that most<br />

Italian shopkeepers expect you to<br />

buy just because you timidly venture<br />

over their threshold In Florence,<br />

probably not. In an international<br />

city like this one, most clerks have<br />

probably had to get used to the idiosyncrasies<br />

of foreign shoppers who<br />

touch everything and buy nothing.<br />

Francesca, a shop assistant in one<br />

of Florence’s many specialty shops,<br />

explained, “At first it was shocking<br />

to see people wander into the shop<br />

and pull things off shelves without<br />

so much as a glance at me. It was<br />

like having someone come into my<br />

house and rummage through my<br />

drawers! But I have finally understood,”<br />

continued Francesca with a<br />

smile, “that many foreign customers<br />

are used to looking with their hands.<br />

In Italy we talk with our hands, but<br />

look with our eyes. It takes a little<br />

while to get used to, ma va bene, it’s<br />

okay, because it proves the world is<br />

a varied place.”<br />

So happy shopping! But next time<br />

you are tempted to mosey liberamente<br />

into a central boutique, prepare<br />

yourself psicologicamente before<br />

entering. <strong>The</strong>n just march right<br />

in there with a click in your step and<br />

demand (yes demand) to see the tailored<br />

cotton collared shirt with the<br />

pink and green butterfly motif you<br />

saw hanging in the window.<br />

<strong>The</strong> clerk will ask, “Che misura”<br />

You will unflinchingly respond<br />

“Una 44.”<br />

And you will be sure to have<br />

made a friend.

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