The shipment and courier services are not that reliable in many places, many Europeans still buy clothes on Chinese/Vietnamese/local markets. There are really few people who buy branded clothes > 100 EUR per item while most retailers aim almost exclusively at them. Weird strategy of reaching to or convincing clients from other EU countries just by hiring some teenage anorectic tattooed models and influencers. Yeah, I can totally imagine someone from outside of Berlin never hearing of Zalando.