In these years, the service industry in China has seen rapid development, while the consumption level and dressing idea of consumers have witnessed constant changes. Suits, as a common clothing category in most workplaces, have been favored by large number of consumers, and have also presented a development trend of customization, leisure and diversification because of their broad shape, wide applicability, comfort and good body modification effect. However, suit customization in China is still in the development stage presently, and there is a big gap between the provision of suit customization services and consumers’ consumption experience needs. The purpose of this paper is to have a further study of consumers’ needs for suit customization, and improve the matching degree between consumers’ expectation and actual experience in suit customization to offer better suit customization services. Based on the Kano model, from the perspective of consumer demand, we analyzed the factors that affect consumer customization experience and discussed the optimization strategy of suit customization service. First of all, we analyzed the traditional suit customization process and digital suit customization process, extracting 62 initial concepts related to suit customization. Interviews and focus group discussions method were adopted to research six experienced users in garment customization and six users without garment customization experience, obtaining nine demand categories and 38 demand factors of suit customization. Secondly, we conducted expert interviews to extract 22 demand factors from the 38 demand factors mentioned above. Then, the questionnaire was designed by combining the demand factors with the Kano model, and the Better-Worse coefficient was introduced to analyze the survey results. By establishing the Better-Worse quadrant distribution diagram, the importance ranking of the the 22 demand factors was obtained. According to customization experience, gender, monthly income and age, the research groups were divided into four categories, and the priority ranking of the 22 customization demand factors in different types of user groups was discussed. The results show that users with customization experience pay more attention to offline customization services than those who without customization experience. Male users attach more importance to the practicality and convenience of customization services, while female users consider that the diversity and privacy of customization services are more important. The users whose monthly incomes are less than RMB 10 000 pay more attention to the integrity of the service; however, the users whose monthly incomes are more than RMB 10 000 attach more importance to the efficiency and private specificity of customization services. The users under the age of 35 pay more attention to the integrity and the detailed experience of the service, while users aged above 35 attach more importance to the pertinence and effectiveness of the service content. In general, the information introduction before customization, such as the introduction of customization cases, customization process and body-measuring service, is the primary factor affecting user satisfaction. The content of suit customization, such as fabric introduction, clothing style, and personalized options, is the critical factor affecting user satisfaction. In addition, free repair within seven days and other after-sales service are essential factors affecting user satisfaction. Studying the suit customization service demands of different user groups and the importance ranking of demand factors can inspire enterprises to improve the content and service process of suit customization, so as to improve the customization experience of consumers. In follow-up research, the price factor of suit customization should be included in the research scope, the research channels should be expanded online and offline simultaneously, and sample quantity of different types of user groups should be balanced well. Meanwhile, we will strengthen comprehensive research and analysis, enrich and consummate users’ customization demand factors to offer more thorough reference for suit customization services. [ABSTRACT FROM AUTHOR]