A company that promises to help clothing makers better understand what customers wear and why proved to be the big winner of the annual Wharton Business Plan Competition Wednesday.

Stylitics picked up the $30,000 grand prize after an afternoon of presentations by eight student-developed companies before a panel of four eight judges.

Team leader Rohan Deuskar told those gathered in Huntsman Hall on the University of Pennsylvania campus that Stylitics hopes to become the "Nielsen for clothing," referring to the company best-known for its television ratings system.

Using incentives, such as gift cards with major fashion brands, Deuskar said that Stylitics would be asking consumers to share what's in their closet using a social networking site. A user would list what clothing they own, how they wear it, what they like and what they don't.

Deuskar said such information would help apparel makers better recognize and adapt to shifts in what brand-conscious consumers are actually wearing or foreswearing.

In second place was Next Generation Phlebotomy, which has developed a prototype medical device designed to reduce hospital cost and patient discomfort from repeated blood drawings during a hospital stay.

Third prize went to Baby.com.br, which is building an e-commerce site focused on mothers in Brazil -- similar to Diapers.com, which emerged from Penn several years ago. No crying for Baby.com.br, however. The company recently raised $4.3 million in its first venture round, led by Brazilian investors.

Baby.com also entered the Harvard Business School's annual Business Plan Contest and shared top honors with another finalist in the Wharton competition, Boss Medical.