Digital Social Hour
Secrets to Scaling a Global Luxury Business | Dimitry Toukhcher DSH #1363
Mon, 05 May
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Discover the secrets to scaling a global luxury business 🌍 in this value-packed episode of the Digital Social Hour with Sean Kelly! 🎙️ Join Dimitry from LGFG Fashion House as he shares how his company revolutionized luxury retail by bridging the gap between online convenience and personalized service. From dressing celebrities like Jordan Peterson, Eddie Hall, and Ozzy Osbourne to scaling operations across 20 countries and 4 continents, Dimitri reveals what it takes to thrive in the luxury market. 🚀 Learn how face-to-face sales, integrity, and building long-term relationships have been the cornerstone of his success. Plus, don’t miss the incredible stories of networking at Cannes Film Festival, collaborating with high-profile clients, and the mindset shifts that drive growth in business and life. 💼✨ This episode is packed with valuable insights on entrepreneurship, loyalty, and unlocking your full potential. Watch now and subscribe for more insider secrets. 📺 Hit that subscribe button and stay tuned for more eye-opening stories on the Digital Social Hour with Sean Kelly! 🚀 CHAPTERS: 00:00 - Intro 00:29 - LGFG Fashion House Overview 01:39 - Meeting Greg Doucette 04:02 - Identifying Cheap Suits 05:00 - Today's Sponsor: Notion 07:06 - Fashion and Confidence Impact 07:31 - Dimitry"s Inauguration Suits 08:25 - Loyalty in Men 10:28 - Importance of Keeping Your Word 13:15 - Unlocking Your Potential 15:21 - Strategies to Beat Joe Rogan 16:04 - Scaling Your Business 20:06 - From Gamer to Confident Man 22:28 - Sales Skills and Confidence 23:17 - Overcoming Jealousy 27:18 - Getting in the Right Hands 28:36 - Meeting Anyone in the World 29:45 - Traits of Successful People 33:23 - Offense vs Defense in Life 35:00 - Current Excitements 36:20 - Film Festivals Insights 37:01 - Expanding LGFG Fashion 38:27 - Closing Remarks APPLY TO BE ON THE PODCAST: https://www.digitalsocialhour.com/application BUSINESS INQUIRIES/SPONSORS: [email protected] GUEST: Dimitry Toukhcher https://www.instagram.com/dimitrylgfg/ SPONSORS: NOTION: https://www.notion.com/dsh LISTEN ON: Apple Podcasts: https://podcasts.apple.com/us/podcast/digital-social-hour/id1676846015 Spotify: https://open.spotify.com/show/5Jn7LXarRlI8Hc0GtTn759 Sean Kelly Instagram: https://www.instagram.com/seanmikekelly/ The views and opinions expressed by guests on Digital Social Hour are solely those of the individuals appearing on the podcast and do not necessarily reflect the views or opinions of the host, Sean Kelly, or the Digital Social Hour team. While we encourage open and honest conversations, Sean Kelly is not legally responsible for any statements, claims, or opinions made by guests during the show. Listeners are encouraged to form their own opinions and consult professionals for advice where appropriate. Content on this podcast is for entertainment and informational purposes only and should not be considered legal, medical, financial, or professional advice. Digital Social Hour works with participants in sponsored media and stays compliant with Federal Communications Commission (FCC) regulations regarding sponsored media. #ad #alexhormozi #marketresearch #digitalmarketing #digitaltransformation #thoughtleadership
Chapter 1: How did Dimitry Toukhcher revolutionize luxury retail?
All right, guys, Dimitri here from LG FG Fashion House. Very interesting business we're going to dive into today. Thanks for coming on, man. Thank you. Yeah, we were just talking before this how no internet, no word of mouth. You guys are very old.
Well, we have we have, you know, like the website and all the social proof that goes with it. But traditional retailers have stores and online retailers sell online. But there's actually a gap in the market between those two, right? Meaning that particularly for like an affluent audience, wealthy people pay to have their time needs solved.
They want things fast and they want things convenient, right? And so the store sort of makes that inconvenient. So the internet came along and was like, hey, if you shop online, you can solve the convenience issue because it comes to your house. But luxury brands struggle tremendously with online selling. Like, for example, Nordstrom's tried to do very high-end suits online.
Chapter 2: What are the challenges luxury brands face with online selling?
They would get one-time purchases, but no repeat buyers because something comes, you know, doesn't fit exactly right. It needs extra service. Then you have to drive to the shop or to the alteration place. So people didn't want to go through that process. And brands like Burberry, same thing, invested a tremendous amount of money to sell clothing online.
But again, at that level, when you're spending that much money, you want the personal service. So we're a direct sales company. Our tailors come to our clients in their homes and offices around the world. Yeah. And it's clearly working. You've got some high-end clientele. I was on the website. Ozzy Osbourne, Tommy Fury, Jordan Peterson, Eddie Hall, Greg Duchat.
Yeah, that's how we met was through Greg, right? Right. I'll tell you a funny Greg story. Please. That's a little bit of an aside. So I'm a huge boxing fan, and me and Greg and some other friends, we were heading over to Saudi Arabia to watch the first fight between Tyson Fury and Alexander Usyk. Mm-hmm.
And we're on the flight from Dubai to Riyadh. And Greg starts feeling kind of sick. And by the way, Greg can't go outside. Like everybody just approaches him there, gets autographs, the whole thing, right? Yeah. So we're on the plane. He's like, he's feeling kind of sick. So he ends up going to the hospital when we land. And it turns out he had a collapsed lung. Damn.
But the fight's that night. We got to go to the fight that night. And Greg's like, there's no way I'm missing. He's just like a machine. He's like, I'm not missing this fight. So he hands some doctor at the hospital a whole bunch of cash to bring antibiotics and all sorts of monitoring equipment with him. And we're sitting on the floor. We got floor seats. It's like a good place to sit.
And he's got his doctor there pumping him with drugs just so he can make it through the fight on a collapsed lung. He made it through. He showed up. That sounds insane. Collapsed lung is one of the most painful things I heard. He was not feeling very good. He was a little uncomfortable. Wow. Shout out to him. If anyone has a pain tolerance, that doesn't surprise me that it's him.
Well, that's exactly right. I mean, how do you become professional bodybuilder? You probably have to go through a lot of like, you know, physical discomfort. He's like a world-class athlete, right? So yeah. How'd you first get acquainted with him?
So, uh, funny story, totally randomly. Um, a lot of the celebrities that I got to meet and work with are just like connections through our business. We have, you know, tens of thousands of clients. So, um, I met Greg through my friend chat. So shout out to chat. He's a crazy, awesome, uh, partner litigator in, uh, in Canada. Who's like one of those is super great litigator.
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Chapter 3: How does Dimitry Toukhcher approach networking and relationships?
And he's become a good friend and he's been buying from our company for like a decade. And he was like, just one time we were chatting and he's just like randomly said, you know, I'm really good friends with this great guy. I didn't know who Greg was. Hmm. But we had already been doing suits for Eddie Hall and Brian Shaw and Ronnie Coleman and Phil Heath.
And so we, or Mr. Anatoly, you know, the guy that goes to the gym and lifts those. Oh, that's hilarious. So we were making suits for him as well. And we actually ran into him at that fight with Greg, which was pretty funny. So I didn't know who Greg was, but like, obviously I saw he was all the same circles. Yeah.
And when I contacted him, we got connected. He was being, at the time he was a judge on the Arnold Classic. And Martin Ford, who's another client of mine, was going to that. So I was like, oh, we just ended up showing up, meeting, and we've been friends ever since. I love that. How easily can you spot if someone's wearing a cheap suit? Oh, super easily. Of course.
Yeah, well, look, I think that's a little bit of a cheat question because I'm in the business. For me personally, I can't notice. What are the things that I guess give it away for you?
Yeah, but if you look at a Japanese or Korean guy, you know which one's which. Sometimes. You should know. If I'm in the business of suits, I should know like a suit, right? Yeah, definitely. The thing about it is like, yes, you can get cheap suits, expensive suits. Like I'm not here to hug suits. It's more so
Who does notice, and this is going to sound super cheesy, but it's true, who does notice are women. Like women have a different sense, not only for clothing, but just like status in general. And so it's very difficult to fake status in that environment because they're naturally wired to discern.
So unless you're a psychopath, you're not going to be able to like out-status the position that you're really in. So there is some leverage in having something You know, maybe subtly more expensive, not for the sake of standing out that way. Shout out to today's sponsor, Notion.
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Chapter 4: What is the role of integrity and loyalty in business?
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But there definitely is a subtle cue that would be picked up by people you might be interested in, let's say, attracting. I also think just on a personal note, it helps with my confidence when I'm wearing some nice watches or a nice suit. It just helps me be more confident too. Yeah, I think it's a masculine thing. What do you think?
I think so. Yeah. Cause you know, you put in the work to acquire this item.
That's exactly right. Like for like, it's funny. I was just like, we're in Vegas, right? And I've never gambled in my life. Like I've never, and my friend was here and he was, he's a billionaire actually. So it's pretty interesting guy. And he'll go and he'll play cards and stuff. And he goes, why don't you gamble? I'm like, I feel weird about winning money. Hmm.
And I would never like touch, you know, like a Ferrari or Lambo until I could afford to just get one. Like, it just felt weird to me doing something I didn't deserve. And so you're right. Unless somebody gifted you a Rolex. Well, if you could already afford one at that point, but if your dad gave it to you and you're showing it off, that's just kind of douchey. It doesn't feel the same.
But if you've earned it, like that's not bragging if you've done it. Yeah. Yeah.
It's different. Yeah, fashion's very important. I'm realizing it now, especially with... How so? Well, I'm going to a lot of high-end events now. And, you know, I grew up wearing sweatpants and shorts and, you know, cheap shirts. Yeah, so that's how I grew up. But now when I go to these events, people notice what you're wearing, man. Do you find that people treat you differently? 100%.
Especially with the watch. And I would say probably for suits too. Because I'm going to a lot of political events now. Yeah. I'm interested in what kind of political events you're doing. Well, I was out during the election. During the inauguration, I mean. Okay. So I'm going to like balls. Balls. had a lot of people wearing my suit. So Rob Schneider was there in my suit. Yeah.
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Chapter 5: How has Dimitry scaled his business across the globe?
Really? Yes, because I have longstanding relationships with people that didn't start out super successful, but are very successful now. And they trust me. So it's very easy to access money when you're 40 if you've been living a life of integrity.
Yeah, I can relate to that because people are like, why did your podcast take off so fast? But they didn't see the work I did before because the show is two years old, but I was building relationships for 10 years.
Yeah, it's still super fast. 10 years is usually the horizon I look at. I'm like, you got to look at life in 10 year chunks. But like keeping your word fundamentally, and you know, the reason that people trust you when you keep your word to them, I think derives from the fact that it means you probably keep your word to yourself.
And it's like yourself that you let down more than anybody else you let down or anybody that lets you down. It's yourself. Like it's your deal with yourself, right? So I was driving the desert yesterday. I called my best friend. He's a CFO for a bank. So he's a baller, right? And we were just discussing some leadership principles, like he's grown his company, I've grown mine company, etc.
And he said, you know, the difference between an executive level person and employee is just accountability. And that's true because execution is just accountability because you got to execute things you don't feel like doing. But you said you were going to do them. But the feeling of when you said you were going to do them has passed.
But the commitment thing is like you do the thing you said you were going to do long after the initial feeling of when you said you were going to do it as past. Yeah. That's integrity. Man, I love that because accountability, that's something people struggle with. Yeah. I used to, but I see it every day with people. So what changed?
I was just lying to myself too much, dude. It started piling up. It started piling up in relationships and friendships, all the lies. And people just didn't trust me anymore. Did you find you woke up one day and you didn't like the person you were? Not at all. Yeah. That's a good fear to have in the back of your mind.
So I cut drinking, cut smoking weed, just locked in, did a lot of personal work, changed my environment. That was huge for me. Yes. I was in a bad environment. Yes. So I did a bunch of little stuff to add it up.
You know, I was just like doing a little bit of reading the environment thing. Obviously, you know, if you are where you are, you know how important your friends are and how people elevate you or drag you down. But it's actually, I've learned it's a genetic level. So for example, like your genes don't predetermine who you are. Your genes are creating a predisposition for who you could be.
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Chapter 6: What is the secret to maintaining a successful business strategy?
Yeah, because, you know, I want to I want to I want to see what potential is still available. Like, I don't want to. What is it that line that before you die, you meet the person you could have become? Right.
Like the moment before you die, you meet the person you could have been. And I want to meet that person and see myself, not somebody I could have been like that would be leaving something on the table. And, you know, at some point, you know, this too, like you've got successful enough where you're not doing it for the money. It's the points. Yeah.
The point is like, what am I really capable of? Like, what can I do? You know, where can I go with this? Like, what door have I not opened yet? What door am I capable of opening and waking up knowing that there's unlocked potential? It gets pretty motivating. Yeah. I feel like I'm living in a video game right now. That's what you are.
Yeah. Did you play video games growing up? I still do. What do you play? I play Fortnite now, but I used to play everything. Okay. So I was, I played Red Alert 2. I'm dating myself. I used to play that. I played a little bit. Thanks, man. Yeah. That's a good game. Thanks. Thank you for mentioning your dad. Anyways, I was top 20 in the world. Holy crap. Yeah. So I was really playing that.
And that's actually one of the reasons I didn't like the person I'd become is because video games are, they're really good for learning new systems and they definitely unlock certain attributes that can help you later. However, the culmination of success in a video game, it doesn't really get you good with girls. It doesn't really, really, that's true, right?
And that's like, it's actually one of the few skills you can be world-class at and not attract women. Because anything else you're world-class at, like if you're a world-class musician, if you're a world-class, well, basketball player, if you're a world-class whatever, women will flock to you, not video games. Yeah.
So when I was in my early 20s, I was like, I'm so good at this one skill, but it's the one skill I could optimize for that doesn't optimize for girls. And when I'm in my early 20s, what do I think about? I think about girls, you know? Yeah. So I was top 20 in that game.
And then actually what did help me was in the business world is starting to gamify things, you know, and kind of seeing that there's like, if you can unlock the system that's kind of running the system, you can. You can gamify it, right? Yeah. Gamifying is everything for me because I'm competitive. Yeah. So as soon as I could do that, I just work way harder naturally. Yeah.
That's where I'm at too. Yeah. I have a Google document because I want to become the best podcast host of all time. And I have a running Google document. It's 50 pages long. It's everything I learned in order how to do that. And so your competition is Rogan?
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