Where's the wine theme? the backdrop with the vineyard? the big wooden barrel, the "party" in the cellar or the elaborate dinner references?
In order to stand out you should add more visuals and more ambiance that shows how your coats "in action" and/or actually blend with someones home. (Depending on your access to the product you can create the pictures yourself).
from a user's standpoint, the site navigates easily, is built very intuitive and functions like an eCommerce store should.