It's so sad but I have noticed that fabric shoes have a tendency to be this way in particular -- I suppose the underlying material is stiff or something. I've also noticed that many J. Crew shoes have stiff soles, which I don't care for as a rule.
Nodding along with you about Zara, too. Topshop is similar. And yet, and yet....every now and again both those brands will make something that is stellar, or that, if it is stiff, is not stiff in a bad way (if that makes sense, i.e. it just fits really well.) I got two pairs of Topshop shoes this summer and loved both. I have a pair of Zara booties going into their fourth season -- off at the cobbler's for new heels as I type. They are stiff on the top of my toes, but the footbed works so well that it does not bother me.