Most people dress up to go out - the bella figura (looking good) is important.

BBC: An evening out in Rome

Milan is a wealthy and worldly city where appearances count for much, and the exquisitely dressed inhabitants have raised the Italian preoccupation with la bella figura being impeccably dressed and groomed to a high art.

FORBES: The Impressive Bulgari Hotel Milan

You may hand over a few more euros for a single glass of the good stuff, but with dinner and a bella figura floorshow thrown in, aperitivo is not only a not-to-be missed Italian tradition, it is an absolute bargain.

BBC: Aperitivo time is Italy??s happiest hour