This document discusses a target market for a proposed bioluminescent jellyfish daywear dress collection. The target market is petite fashion-forward women ages 18-30, who are part of Generation Y. This demographic buys clothing to fit in with peers and have an identity. They are adept with technology and social media. The target market trusts socially responsible companies and lives in Toronto, Canada in apartments over 5 stories. Most have a post-secondary education.