Thank you all for who have replied..
Yesterday, I was at Lucca, and found this small boutique leather shop..
Good news was that, the employee didn't speak any english (so obviously, it was catering to locals) - there were on sale, and price was clearly marked... I bought two jackets with some negotiation.. - had to goto ATM as cash price was more economical...
What I learned... all these Florence shops that speak perfect English obviously caters to tourists, and there appears to be substantial tourist "tax" associated with them..
For some reason, Lucca is not over run with tourists, so it seem shops are more locally catered..
For people who bought Jackets in Italy, how did you deal with getting refunds for VAT tax at the airport??
thank you all...