“All the rage” is an idiomatic expression used to describe the current popularity of a trend in entertainment, fashion, industry, or sales techniques. It indicates high sales and a large audience. The popularity of a hot product can last for weeks, months, or a few years before fading. Marketers try to keep the attention wave as long as possible to maximize profits. Once the trend subsides, the product may continue to appeal to a smaller market or cease production.
“All the rage” is an example of idiomatic expressions which are used to express the current popularity of some sort of trend in entertainment, fashion, industry or even sales techniques. This type of English proverb draws on the concept of “anger” as a celebration rather than a show of anger, indicating that the subject under consideration is enjoying spectacular popularity at the moment, attracting a large audience and considered to be at the forefront of some markets. When a product is considered all the rage over a period of time, sales are usually very high, resulting in purchases by consumers from different markets.
One of the easiest ways to figure out what happens when something goes in style is to consider a fashion style that has garnered a lot of attention and fanfare this season. Due to that garment’s high level of desirability, it is distributed far and wide in a range of retail outlets ranging from private runway shows in fashion houses to availability in discount clothing stores. For example, in the mid to latter part of the 1960s, the miniskirt was considered all the rage, with many designers creating ensembles with skirts at some level above the knee. As the anger faded, consumers turned their attention to other fads such as the maxi and midi skirt, both of which were considered extremely trendy for short periods in the early 1970s.
In many contexts, a hot product will only retain its popularity for a short time. The duration of anger can be a matter of weeks, months or a few years. A new release from a popular musical entertainer can dominate the music charts for several weeks or months, being considered all the rage during that time, only to be deemed stale and out of favor once other releases start selling more rapidly. Likewise, a movie, a dance step, books, and even a television show may be all the rage for a short time until a fickle audience moves on to the next thing.
Marketers are all too aware that when a product becomes all the rage, the increase in sales and interest from the public is likely to diminish sooner rather than later. For this reason, marketing campaigns will try to keep the attention wave as long as possible in order to get the maximum profit from that product. Once the tide has subsided, the product may continue to appeal to a smaller market for a number of years, or may cease production altogether, depending on the nature of the asset involved in the temporary fad or rage. .
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