NEWS - The Florentine
NEWS - The Florentine
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.