Is it just the stores/staff that take gear seriously? Or do riders also take the ATGATT approach.
Great question. Bit of a tail of two riders to be honest.
@Priller absolutely nailed his description of the typical rider in Italy. On a scooter, half or 3/4 helmet, t-shirt, shorts or a skirt, maybe even sandals. Gloves are very optional, wild to me because, even when I squid here (for the same reasons he mentioned), I'll ride in flip flops on my Vespa in Toronto a lot, but never not in gloves. Mindblowing.
But then you have the motociclisti, the motorcyclists. These aren't people just commuting and zipping around on scooters. These are the passionate ones, and they're invested.
If your average rider here is just wearing whatever piece of foam came with their jacket, that's not the case in Italy. Firstly, the jacket has nothing built in, just an empty sleeve, because you pay for your protection separately. I noticed the number of full on back protectors per capita was much higher than it is here, while I guess the cheaper guys like me, go for an insert.
Even then, the back protecting inserts along with the rest of the armor is some stuff that's super soft and malleable, but apparently hardens on impact. It's also velcro adjustable, so you can have the armor higher or lower, as opposed to the one-size-fits-all approach we see from a lot of the stuff we get here.
All in all, it was a pretty cool experience buying gear over there, especially after selling gear here. There were no vague statements, no "this one is good, this one is better". They even have a saddle complete with handlebar in the middle of the gear floor, so you can sit on "a bike" and see how the gear feels on you when you're in a riding position.
Here's a little clip (in Italian) of the guy and the place I bought from:
I went out with the Ducati Club of Salerno for Go Karting, pizza, and beers, and I noticed that the ones that took their bikes, they came in proper gear... But the Ducatisti might be a little more extra than your average. Really great people.