Jeffries was pumping while sheepskin costs were rising so they are only on the right side now. Short squeeze is coming because 1)shorts thought this company would be hurt badly because of rising sheepskin costs and the company would have no answer, 2) sales declined 10% 3) why not, this market is rigged to no end anyway and lets all just slam a stock down for the fun of it with OPM, etc.
But the secret to investing is to find out what the market doesn;t know or hasn;t fully priced in yet(UGG PURE) as well as the fact that there is not much competetion come christmas for a product to be most gifted. Everyone has an iphone already. The new iphone is unnecessary for most as they already have a great phone or their kids do.
But maybe their kids have wanted a nice pair of UGGS and well....tis the season!