Alternate costume (SSB4)

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Mario and Greninja with alternate colorations.

Super Smash Bros. 4 continues to include palette swaps - players can pick a different colour for their character.

Certain characters possess palette swaps with more drastic design differences than simple recolors, similar to Wario in Brawl.

Team matches, at least on the 3DS version, no longer require specific palette swaps, with team colors being indicated by colored outlines around characters instead.

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Bowser

Bowser retains his black alternate palette, but now with orange hair and eyes.
Red outfit is retained.
Has a new outfit with a dark green body and dark red hair, potentially a reference to his appearance in the DIC cartoons and Nintendo Power comics.

Retains his black costume.
Same applies for his red costume.
Same applies for his blue costume.

Fox

Has a new outfit with a red scarf and a black and blue shirt.
Retains his red outfit.
Same applies for his green outfit.

Greninja

Greninja has a red palette swap.
Has a totally pink outfit.
Has a black outfit with an orange tongue.

Kirby retains his blue alternate palette.
Same applies for his red alternate palette.
Same applies for his yellow alternate palette.

Link

Link has a new recolor based on his pre-adventure outfit from The Legend of Zelda: Skyward Sword.

Little Mac

Little Mac possess a wireframe alternate design, based on the original arcade Punch-Out!!
Has a yellow outfit.
Has a white outfit.
Has a dark blue outfit with a red trim and orange gloves.

Lucario

Luigi

Retains his orange outfit.
Same applies for his blue outfit.
Same applies for his pink outfit.

Mario

Mario's white and red Fire Mario outfit is retained.
Mario has a new blue and pink costume, similar to one of Wario's in Brawl.
Yellow and purple Wario outfit is retained.

Marth

Retains his red, green, and black outfits.

Mega Man

Mega Man has a red and white palette, based on his original coloration when using Rush Coil beginning in Mega Man 3.
Mega Man has a green palette, resembling the Hyper Bomb palette from Mega Man.
Has a brown and yellow palette, resembling the Fire Storm palette from Mega Man.

Mii Fighter

Mii Fighters have various costume options distinct from other characters' palette swaps.

Olimar

Retains his red outfit.
Retains green outfit, but with more of his clothing being green.
Retains his white outfit, but now with dark blue gloves.

Pikachu retains all costumes from Brawl.

Pit

Retains his yellow outfit.
Retains red outfit, but now with darker red clothing.
Has a new orange outfit.

Rosalina

Has a pink outfit resembling Peach.
Has a yellow outfit that matches the color of the yellow Luma.

Samus

Retains pink, blue, and brown outfits.

Sheik

Retains red outfit.
Has a new outfit which more accuractely represents her OoT colors than her Brawl purple outfit.
Has new pink outfit.

Sonic

Has a new outfit with a purple bracelet.
Has a new outfit with a cyan bracelet.
Has an outfit that changes the blue on his body to white, resembling Silver.

Toon Link

Retains red, blue, and purple outfits.

Villager

Villager possesses an alternate design for the male villager, with a yellow shirt.
Another variant, a female villager with a pink dress.
Again, a female variant, with a green dress.