The irony is most of natnicnak's posts seemed to point out the...

The irony is most of natnicnak's posts seemed to point out the failings of SFH, where it has lost marketshare and opportunities compared to nimble niche online fast fashion businesses. I think natnicnak's posts are generally on point and do provide a useful ongoing critique of the poor management of this company.

So what I am confused by is how one can have a thorough knowledge of the failings of this business - but then be surprised that the market may also share these opinions and therefore shun the stock!

There's no conspiracy. Failure to disclose promptly is a distraction. The low share price is primarily because the business is not making money at the moment. And is having to deal with an overhang of underperforming stores and other costs that are impacting on the ability to make money. And for the disinterested investor or speculator, there there are more promising options currently out there.

I feel like I should have sold out when I was down 50%. At the moment I'm sitting on a 75% loss. I really should have sold out when I was up 100! Either way, it's a small parcel that may offset some capital gains for the year.

As for SFH, definitely on the nose for the short term. You'd be mad or brave or like a gamble to buy into it at the moment while it's still making a loss. But presumably if they manage to steady the ship and focus on stores and business that actually make money, and then turn a profit - which may be harder, but not impossible, in this retail climate.