Facebook, through its user base (2.2b monthly active users, 2017), offers incredible reach and brand-building opportunities to businesses, from small start-ups to big businesses. Facebook advertising enables companies to target specific customer groups based on their profile and is a great way for companies to create brand awareness and cultivate a relationship with their customers. The Luxury closet, funded by Kunal Kapoor, an Arab based online shopping space for luxury pre-owned items. Kapoor wanted to build a platform where customers could convert their closeted possessions into cash. The Luxury Closet thus has a simple model: it connects luxury brand sellers with buyers. The Luxury Closet realized that mobility and convenience for its customers were strong factors in the luxury online market. Marketing in the Arab region requires understanding of its sociocultural, technological, and economic environment. The Luxury Closet then growth a whole, especially in the UAE where internet connectivity and mobile networks are very well established. as 5 + +7 The Luxury Closet saw Facebook as an ideal tool to create awareness of its brand and to reach out key target segment comprised largely of wealthy Arab womens who generally had limited mobility. The content shared on its Facebook is relevant, engaging, and based on its target market interests and preferences. The facebook page also has a "buy now option that directs the customers to its shopping portal and that's why the site has a high-spending fan base where a third of the customers revisit to buy again within a year. 2 1 1 How would you describe The Luxury Closet's marketing philosophy in terms of utility offered to its customers? Discuss the marketing mix of The Luxury Closet as a start-up 11-28 aker notes