Can something truly be considered a trend when it’s been around since the Middle Ages? That’s how long it’s been since kings and queens first staked out their kingdom with reminders of their surname or initials cast in precious metals or hand-sewn on royal robes. From monarchs to millennials, putting one’s personal logo on a garment or accessory is an eye-catching and effective way of claiming ownership and making a fashion statement.

No strangers to personalization, many embroiderers think nothing of throwing a small single-head machine into their vehicle and setting up a booth at horse shows, dog competitions, racing events and other places where the addition of one’s own initials to a brand or logoed accessory boldly states, “I was there!” And with the current popularity of personalization and the ease of keyboard lettering, retailers like golf course pro shops or a large department store may welcome the visit of an embroiderer who can personalize on the spot. Such point-of-purchase opportunities add unique value and push up prices. The keyboard lettering offered with most software systems is easy to master and manipulate, so on-the-spot monograms can be positioned wherever hooping allows, and fonts can be designated as easily as you can on your computer.

Figure 1: MARLEYLILLY, a company based in South Carolina, specializes in positioning monograms anywhere and everywhere – including sneaker tongues, which is becoming a popular trend. Photo courtesy of marleylilly.com

Of course, anybody can embroider a set of letters and call it a day. Use these advanced strategies to set your monograms apart and really impress buyers:

Unique Locations
Credit outdoor sports and performance wear companies like The North Face, Nike and Columbia for coming up with interesting placement for their logos. Logos show up on shoulder backs, lower hems of shorts or high up on collars. Not to be outdone, monograms are also migrating to unusual real estate on apparel. Consider targeting the back collars of vests, the back straps of caps or the tongues of boots and sneakers (Figure 1). The challenge is hooping, but stick-on backing is a problem-solver in many cases, and removable tongues on some footwear ease the challenge. In the era of heightened personalization, a unique location can be the reason for charging more and contributing to positive word-of-mouth advertising for your shop.

Special Effects
From subtle tone-on-tone on dress shirts to fluorescent colors on tote bags, embroidery threads support both the elite and mainstream audiences that flock to monograms. Look for hardier metallic threads that will hold up to commercial laundering so no matter where a classy monogram is worn and no matter how heavy-handed a customer’s laundering practices, the metallic monogram will retain its upscale look (Figure 2). For a more subtle elegance, try a tone-on-tone look with matte-finish thread.

Figure 2: Metallic thread brings a unique, high-end look to a monogram, enabling embroiderers to upcharge for the additional perceived value. Photo courtesy of Madeira USA

Figure 3: An icon of the fall season, the decorative pumpkin surrounding an individual letter makes a strong statement and is ideal for gift-giving. Photo courtesy of Kreations by Kara.

Figure 4: The letter in this floral monogram pops out of the negative space created by a surrounding floral display. Photo courtesy of Anita Goodesign

Clever Styling
Research monograms and you’ll find limitless fonts for every possible occasion, mood, item or message your customer wants to convey. For every adjective you can think of, there’s a font to symbolize it. Of the many styles available, some stand out in support of trends, or purely for their unique look:

• When a single letter is used around a holiday or seasonal sales period, combining an element of that season is a popular trend. A single letter surrounded by a pumpkin, an icon of the fall season, makes a seasonal statement (Figure 3).
• Letters created in the “negative space” are a clever reversal of other floral monograms (Figure 4).
• Ideal for use on larger spaces and to appear as a dominant factor in a design, monograms created with appliqué can further be tied to apparel through the choices made for the appliqué material (Figure 5).
• New styles in fashion demand an edgier look, as in the Steampunk Alphabet design pack from Urban Threads.

Figure 5: This appliqué monogram dominates due to its size and contrasting fabric. Photo courtesy of Anita Goodesign

With no limits besides an embroiderer’s imagination, some of these newly designed monograms can become the focal point in fashion trends, drawing monograms into the mainstream.

If you can wear it or pick it up, you can monogram it. From cellphone cases to handbags to jackets, shirts and scarves, monograms are a way to offer customization at a time when customization and personalization are differentiators among retailers. Marketers look to target ads by customizing offers and salespeople personalize offers with individuals’ names. What an opportunity for embroiderers, screen printers and others in the decorated-apparel market to cash in on the trend. By taking your embroidered monograms to the next level – whether through location, specialty thread or unique design – you’ve earned the ability to push up your prices and stand out from the crowd.

Alice Wolf is the manager of education and publications at Madeira USA. Contact her at awolf@madeirausa.com; (800) 225-3001, ext. 107.