Milan has long been recognized as a global fashion capital, but just steps from the luxurious shops of the Galleria Vittorio Emanuele II is a powerhouse of a different kind.
In the Piazza del Duomo, an Olympic mega-store has been drawing huge crowds for weeks, with people sometimes standing in line for hours to score a piece of history.
“Gift for my daughter ... souvenir. So, that’s just a memorable moment you’re going to have here, so something for her,” said a Canadian man who planned to bring back something for his daughter.
His Canadian friend shared the same sentiment with CTV News outside the store.
“I have two kids at home, so we’re going to try to spend some money on something that reminds them of the Olympics,” he said.
Whether you’re here and part of the Olympic atmosphere or watching from afar, it seems paraphernalia from these events is capturing a wide audience.
Inside the store there are walls filled with T-shirts, sweaters, hoodies and hats - clothing for every age. People in the store say the Games are such an iconic event that it’s important to have something to remember them by.
The head of merchandise and e-commerce for the Milano Cortina Foundation says the average transaction is more than 100 euros per day, or about $160 Canadian, with merchandise sales surging beyond expectations.
“It’s crazy. It’s a huge success,” Stefano Gili said, pointing to the location of stores as a critical component, with several in high traffic areas in the city’s core, along with Olympic event venue locations.
Another aspect is the success of products drawing on the country’s rich heritage.
“The very important products ... (are those that reflect) the recognizability of the history of the Italian style,” Gili said. “For example, we develop(ed) a Moka, so the coffee machine ... and this kind of product had a huge success.”
And while there are dozens of items still available in stores, there is often something missing at many outlets.
A hot ticket item, difficult to find, is the official mascots, Tina and Milo, named after the host cities Milan and Cortina. The plush animals which come in different sizes appear to be sold out, with fans searching venues trying to get their hands on them.
Gili says they are “not sold out” but there’s a limited quantity available, so they are only releasing a certain number each day.
“Currently, there are very few quantities of Tina, especially, but every day we restock some quantities,” Said Gili, admitting you need to be lucky in the moment, because not everyone will be able to find them.
The search for the plush mascots has many fans turning to the official online retailer to purchase the characters. Even those sales are limited, and orders placed before the Games finish come with a delivery date slated for July.
