Milan Tops List of Shopping Destinations, Study Finds

MILAN — In the eternal rivalry between Milan and Paris regarding all things fashion, it seems that Milan has gotten one up on its French counterpart. According to research by SEA — the operator of the Italian business capital’s principal airports — and consulting firm Pambianco Strategie di Impresa, Milan is the world’s top fashion and luxury goods shopping destination. In a presentation Thursday at Milan’s Malpensa Airport, Pambianco head David Pambianco and SEA President Pietro Modiano said the city is the place to be for luxury goods and fashion hunters. Although the city attracts fewer visitors overall (around six million a year) compared to other shopping meccas, in terms of average shopping-ticket value it leads the pack: 1,398 euros, or $1,486, compared to 1,241 euros in Paris, 1,240 euros in London, 978 euros in Rome and $800 in New York. According to the research, which SEA and Pambianco said was based on a series of “qualitative interviews on a sample of international trend setters,” the main reason tourists come to Milan is, indeed, to shop — a big difference compared to other cities, where the reasons for travel are varied and not as focused. Milan is also increasingly a city for shoppers with

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