It's very true that labeling food as vegan is counterproductive.
Here in France, one of the least vegan friendly place on earth, most people have no idea what veganism is.
They may have a vague idea that it excludes some products and they think it's a sect, or for hippies or ill people.
Many think vegetarians eat fish, even restaurant staff.
I often say to food brands and restaurant/foodstall owners that labeling their fare as vegan/vegetarian puts off most people.
A lot more than it attracts vegans or people who see it in a good light.
Even for vegans it's a bad thing because the market is stagnating, even declining in recent years.
I don't know for shoes however, that may also be the case.
Vegans will always find a way to know if a product suits them or not.