Summer sales in Milan begin on 7 July with shops offering discounted prices until 31 August.
In some outlets of the city, shoppers can take advantage of up to 70 per cent from the original price.
However consumer advocacy groups have reminded shoppers and vendors of the regulations regarding sales, and recommend that the public check whether prices have actually been lowered.
Shopkeepers are obliged to display both the full and discounted price of all items on sale; they must accept the credit cards displayed on their windows as payment during sales; unless the item is damaged shopkeepers do not have to accept returns on sale items, nor are they obliged to allow customers to try on items
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