Here's how companies like Kohl's and Krispy Kreme got caught in the meme stock frenzy

Group 1 - The article discusses the emergence of a new class of meme stocks, including Kohl's, GoPro, and Krispy Kreme, which have experienced volatile trading reminiscent of the GameStop and AMC rallies in 2021 [1] - Meme stocks are characterized by sharp price swings not based on their underlying fundamentals, and they are typically considered cheap, with Kohl's share price down approximately 40% over the past year [1] - Recognition of these companies plays a crucial role in the spread of the meme narrative, making it easier for traders to rally around well-known brands compared to lesser-known stocks [2] Group 2 - A significant portion of the outstanding shares of these meme stocks are sold short, with approximately 47% of Kohl's, 28% of Krispy Kreme, and 9% of GoPro's shares being shorted [3] - The process of shorting involves investors borrowing shares and selling them, hoping to buy them back at a lower price to profit from the difference [3] - When the price of a heavily shorted stock rises, short sellers are forced to buy back shares to limit their losses, creating a feedback loop that can inflate the stock price [4][5]