Quarter turns for figure and fitness are the same, although each girl will try to put her own little twist to it. For example, with comparisons to the side some girls will put a hand on their hip, some will flair their arms out widely, some will bend their leg, etc. The judges force the girls to keep their ankles together for the front and rear comparisons, other than that, it seems anything goes.
The judges have been telling the fitness and figure competitors to not flex excessively during the comparisons - especially lower body. Most of the women have very lean lower bodies, but you can't really tell that from the comparisons since none of them flex their legs. You'll see more flexing on the rear comparison - or at least, some lat flaring going on. Everyone wants to look like they have a nice V taper. And, you'll seem some shoulder caps popping on the front comparisons - again, to make their waists look smaller and bring out a V taper.
This is just an NPC/IFBB thing though - my federations (NABBA and WFF) want you to look lean, so flexing is a must. Of course, we also do more than just quarter turns, but that's a whole other issue.