With regards to your question about what Virgil should be doing for his brand, that's entirely his decision as the designer and nothing that should be expected from the consumer; therefore asking what he should be doing for the brand to make it more appealing is ludicrous. However, for the sake of discussion, take Burberry as the example, every collection of their's is more unpredictable than the next and is overall more impressive than the previous as the direction Christopher Bailey (the creative director) has taken is more avant grade, yet he pulls it off with all his designs; take a look at the Burberry fall 2017 collection, sick pieces to say the least, that are worn by many Kpop stars in their recent performances which is a feet in itself, now that is pushing the boundaries of fashion forward. Conversely, Virgil plays this creative genius with some of the worst designs for a so-called "designer brand" which is a bunch of regurgitated crap that is only consumed because of the hype, which will soon die out. Basically, his designs are shit and he's not going far if he keeps up with his trashy designs.